Customer segmentation
Customer segmentation means splitting customers into groups that behave alike, such as regulars, newcomers or customers who have gone quiet. It lets a business send each group the message that fits it instead of one message to everyone.
What customer segmentation is
Segments are built from what you know: how often people visit, how much they spend, when they last came, or details they gave when joining. A small business needs only a few, because each segment should lead to a different action. In Rewardly, customer segments are available from the Advanced plan, and messaging a segment and automatic segmentation from the Professional plan.
How it works for a café, salon or restaurant
- A café sends newcomers a nudge toward their second visit and leaves daily regulars alone.
- A salon reminds clients who are past their usual booking interval.
- A restaurant invites its top spenders to a tasting evening.
Each group gets a different message, and nobody receives an offer that does not fit them. A segment is only useful if you would treat its members differently; otherwise it is just a label.
What to watch
More segments are not better: each one needs a message and someone to look after it. Start with two or three that lead to clear actions, check that each is large enough to matter, and retire segments nobody uses.