Dynamic segmentation of loyal customers

Published June 27, 2019
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A big challenge is not only the use of simple segmentation, but also dynamic segmentation based on customer behavior. It is not only worth taking into account simple groups, but adding more detailed conditions and analyzing various factors. In this way, you can get to know your clients, their motivations and needs better.

You can mark the most loyal customers based on their affiliation to the loyalty program or do it on your own, describing their behavior.

Loyal customers - loyalty program members/card holders

Synerise allows you to isolate premium clients who use your loyalty card. To do this you have to add the attribute/tag during import (if you use an external database) or add a dynamic tag to the people who fill in the loyalty form.

A good solution is to offer them special deals, discounts and promotions for the most active and loyal clients of the brand.

You can analyze the segment even more precisely by assessing which channels are used most by members of the program and at what times. Based on this analysis, you can adjust the time, channel or content of offers sent to this segment in order to personalize them to their expectations.

Screenshot presenting dynamic segmentation

Loyal customers - based on their behavior

Customers can be marked as “loyal” even if they are not members of your loyalty program. You can use segmentation to build a group of your most loyal customers. To do this, select the appropriate indicators that in your industry can be a sign of high loyalty. After building the segment, the system will show us the exact number of customers who belong to the “loyal” segment. For example - customers who have made purchases in the last 14 days at least twice for a total over a certain amount.

Screenshot presenting dynamic segmentation

How to do it

If you want to add information about loyalty to users from external data base, do it during the import. This way you will get the tagged database of your loyal customers.

If you want to create your own segment with loyal customers, use segmentation. Remember to create the list of conditions they have to meet to be added automatically to the group of your loyal customers.


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