Please note that this article is relevant for retailCRM 7.0. The documentation for retailCRM 6.0 is located here.
Customer segmentation allows to create customer groups by different parameters in the system, for example, by:
Also refer to Features of segment triggers.
To see the segment list, open the section Marketing > Segments.
For quick working with a large number of segments, it is convenient to apply a filter by different parameters. For instance, one may filter the segments by the number of customers or the creation date.
The following columns are displayed in the segment list:
Note: inactive segments are not recalculated.
The segment dynamics in a graph form is displayed in the “Customers” column.
The number of customers for dynamic segments is displayed as a link, clicking which, one may find a list of customers filtered by the segment.
Note: deactivated segments are not recalculated, their dynamics graph is of a grey colour.
A lock icon is displayed in static segments, which means that the segment is blocked for recalculation.
To create the segment, click the button “Create a segment” which is in the section Marketing > Segments.
If you select a “Static” segment type, the segment will be formed once. This means that the customer from the segment will remain in it even if his/her data is changed and does not correspond to the segment conditions.
If you select a “Dynamic” segment type, the segment will be formed every four hours on all customers. This means that the segment will change its members if their data no longer corresponds to the segment conditions.
“Available in analytics” tick is for viewing analytical information on all segments in “Analytics” section (“Segment” axis).
Symbolic code is used for external interaction with the created segment.
Filters button for customer segmentation is displayed below.
Four thematic blocks are available here:
When the block is added, the filters for segmentation will appear.
When necessary, the filters can be added or hidden by clicking the button “Add criteria” which is in the top right corner of the added block.
The scroll box of the filters mode and the button to delete the criteria block are also displayed there.
The option button “All” / “Any of” sets conditions for parameters: all at once or one of them.
There are fields with options of date intervals in the system. They may be custom fields with values “date”, “integer or non-integer”. In our case, it is “Age” and “Birthday”.
Also, you can filter by “Date” field not taking into account the year in the segments.
Tick the box “Ignore year” for this.
Important! If you select 25.07-28.09 in the filter, the system will display the results from July 25 to September 28 of any year. If you select 2.12-3.01, the results from December 2 to 31 and from January 1 to 3 will be displayed.
When selecting the relative date, one should take into account that it will be activated at the moment of recalculating the segment.
For example, you would like the customers to be added to the segment 3 days prior to their birthday. Set +3 days in the “Birthday” field. This means that +3 days since the moment of recalculating the segment, the customer will have his/her birthday.
Let's assume that you have selected the “Store” filter.
Any number of values can be specified for each filter.
A green tick icon means that this parameter is included in selection and a red cross icon means that this parameter is excluded from the selection.
For example, you would like to have the segment with all customers except those who are from Moscow. Add Moscow as a filter to the segment and the red cross icon for this.
The filter for products and product groups is set by selecting products and product groups from the list:
Before saving the filter, one can view the customers according to the conditions set. Just click the button “Preview matched customers”.
Segments are formed in the background. Static segments are formed at the moment of their creation. Dynamic segments are formed and recalculated every four hours. If the segment is formed successfully, the user who created it will see a system notification and receive an Email notification.
Please note that receiving notifications depends on the user settings in Administration > Users.
All information on customer segments is saved in the history on the customer. This allows triggers to monitor changing the information about the customer.
Variants for using the created segments are described below.
It is possible to send Email and SMS messages to the customers of the segment.
Read more about mailings by segments in this article.
The created segment can be used in Rules for particular mechanics.
Read more about working with the rules in this article.
In triggers one can set up Email or SMS mailing as soon as the customer becomes a member of the segment. Technical documentation on triggers in the segment context is here.
You would like to organize Email/SMS mailing to the customers who bought a product from “Chinese tea” category three month ago. In such case the segment with the filter by the product group “Chinese tea” should be created, where the date of the last order is up to three months. Then, create a trigger on the change of the customer information and add to its condition the code which will check whether the customer is in the created segment, and select the action “Send Email with template”.
There may be situations when it is necessary for a manager to communicate with the customers who made purchases previously. Here you can use the customer segmentation in conjunction with the trigger. Set up the trigger in such a way that as soon as the customer becomes the member of the segment, the trigger will assign a task on this customer to the responsible manager or will send a notification to him.
Filter the list of customers by segments and export the results to csv format or to any format convenient for you in order to send the mailings or analyze the exported data.
Marketing specialist can filter the customers by the segment with Yandex.Direct as a filter condition and export the customers to a file for report. If this segment contains few customers, the marketing specialist may take a decision to change Yandex to another source.
Besides, filtering the list of customers by the segment is also available in API.