It’s Valentine’s Day again, the time for loved ones to express their affection for one another. For many, that can mean a kind gesture, maybe folding the laundry for once or cooking that special recipe that’s been on the back-burner until the right occasion. For some, that act of love is in the form of the perfect gift.
For brands, that act of love is in their ability to help their shoppers with the high-stakes task of finding that perfect gift. Couples are always expressing the things they like to each other, things they’ve wished for, things they hope to buy one day. More than likely, they have looked up something their partners asked for, or mentioned. Maybe they even browsed a few product pages, or added a few favorites to their carts – but, ultimately, never pulled the trigger.
But as the holiday rolls around, shoppers might have a hard time remembering items on their significant others’ wish lists. What if retailers were able to help these shoppers pick up their gift searches where they left off?
With an activated Customer Data Platform, like Zaius, brands have the ability to capture all the historical browsing and abandonment behavior of their shoppers and act on these behaviors with true 1:1 personalization. Consider the following use case: If a male shopper has historically been purchasing menswear repeatedly but, all of a sudden, is now showing interest in women’s products, perhaps he is looking for a gift. All a brand needs to do now is remind its shopper to return to his abandoned session and check out with a gift.
So how do you do this in Zaius, you ask?*
Identifying your Valentine’s Day gift-shoppers starts with the right segment. Let’s imagine you want to target male shoppers who are looking to buy something for their female significant others from your brand.
To capture these customers, you’ll need to create a segment of people who purchased men’s products at least three times and have searched for women’s products at least once in the past 14 days and have not purchased women’s products in the past 14 days.
If you don’t already have the appropriate filters created, you can refer to these two filters below to set them up now:
Depending on how wide of a net you want to cast at your customers, you can play around with the date ranges and increase the window to a whole month. Alternatively, you could replace the Women’s Product Search filter with another one for Women’s Product Pageviews (and specify how many pageviews you require), since it’s possible that your customer was browsing for products but didn’t use the search on your site.
For this segment definition, you’ll need a new filter for Women’s Product Pageviews, which will look like this:
Next, you’ll need to create a one-time campaign to message your new gift-shopper segment. We recommend you start with a recipe, like the one for Seasonal Gift Shoppers, that will allow you to quickly customize your content. Update the Enrollment Rules with your new segment, then make changes to the recipe’s default email.
Click into the dynamic grid and update its Source to Zaius Recommendations and apply a Product Filter for Women’s products.
After you have updated the copy and creative of your email, preview it to verify everything looks correct. If you’re happy with your email, go ahead and launch your campaign.
Pro tip: You can provide your recipients with additional recommendations to help them decide what to get their significant others by adding another dynamic grid for Best Selling products. To do this, drag and drop a new dynamic grid into the email, select Best Selling Products under Source, apply a Product Filter for Women’s products, then determine the timeframe you see fit for the recommendations.
While the first dynamic grid with Zaius Recommendations will display Women’s products based on each recipient’s behavior, this latter dynamic grid will show those items that your customers have purchased the most during the timeframe you defined, and they will be the same set of products for every recipient.
Leveraging the data you have on your shoppers, you can create relevant, personalized campaigns and provide your customers with a memorable shopping experience. Trust that they will love you for helping them find the perfect gift for that special someone. Customer understanding leaves everyone with a full heart and a full cart!
*Note this use case works for Shopify clients only who have access to Shopify Product Tags.