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Customer Segmentation

This guide explains how to effectively segment your customer base in Atom Commerce to create targeted marketing campaigns and offers.

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Understanding Customer Segmentation

Customer segmentation is the process of dividing your customers into groups based on common characteristics. This allows you to:
  • Create more relevant marketing messages
  • Design targeted promotions
  • Improve customer experience
  • Allocate marketing resources more efficiently
  • Increase conversion rates and ROI

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Pre-Built Segments

Atom Commerce provides several pre-built customer segments:
  • New Customers: Customers who made their first purchase within the last 30 days
  • VIP Customers: High-value customers based on total spend
  • At-Risk Customers: Previously active customers who haven’t purchased recently
  • One-Time Buyers: Customers who have made only one purchase
  • Frequent Shoppers: Customers who purchase regularly
  • Discount-Driven: Customers who primarily purchase during promotions

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Creating Custom Segments

To create your own customer segments:
  1. Navigate to “Customers” in the main menu
  2. Select the “Segments” tab
  3. Click “Create New Segment”
  4. Define your segment criteria using the following options:

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Available Segmentation Criteria

  • Purchase Behavior:
    • Order count
    • Total spend
    • Average order value
    • Last order date
    • First order date
  • Product Preferences:
    • Product categories purchased
    • Specific products purchased
    • Brand preferences
  • Demographics (if available):
    • Location
    • Age range
    • Gender
  • Marketing Engagement:
    • Offer usage
    • Campaign interaction
    • Email engagement

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Segment Building Interface

The segment builder allows you to:
  1. Combine multiple criteria using AND/OR logic
  2. Set specific threshold values
  3. Create exclusion rules
  4. Preview the segment size as you build
  5. Save and name your segment for future use

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Analyzing Segments

Once created, you can analyze each segment:
  1. Select a segment from the Segments list
  2. View the “Segment Analytics” dashboard
  3. Compare key metrics between segments
  4. Track segment growth or decline over time

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Using Segments for Marketing

Customer segments can be used in several ways:
  • Targeted Offers: Create promotions for specific segments
  • Marketing Campaigns: Tailor campaign messaging to different segments
  • Personalized Content: Customize the shopping experience
  • Customer Journey: Design segment-specific customer journeys

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Best Practices

  • Start with a clear business objective for each segment
  • Keep segment definitions clear and actionable
  • Regularly review and update segments as customer behavior changes
  • Test marketing approaches with different segments
  • Use data-driven insights to refine your segmentation strategy

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Next Steps