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In eCommerce, 95% of all revenue is generated by 1-5% of shoppers. This is not a hypothesis – it’s the reality of most online retailers. And if you are still not working with segments, you are losing money, and time. Stelvel Bulgaria advises you to start today.
Customers behave in different ways. Some place orders every month, others disappear after the first purchase. Some respond only to discounts, others consistently choose products from the same category. And you need to speak to each of these groups differently. This article is about how to divide your audience by behavioural attributes, which segments are the most profitable and how to work with them to get more repeat purchases and improve LTV and ROI metrics.
Repeat purchases are an indicator of loyalty
A customer who has ordered more than twice on your site demonstrates not just interest, but trust. Especially if he does it regularly: once every 3 months, or even more often. Such customers fall into the segment ‘bought several times in the last 6 months’ – you can talk to them as ‘warm’ and warmed up.
And if we are talking about three or more orders in 30 days – this is already a ‘gold rush’. And such a client is easy to motivate: personalised offers, bonuses for activity and early access to new products.
‘Chilled’ clients: it is easier to get them back than to attract new ones
A segment that is often underestimated is customers who have not been active in recent months and who bought 3-6 months ago. Usually they hang in the base, but do not receive relevant messages. You should not forget about them – send trigger emails (‘You haven’t visited us for a long time, we just got new products’, ‘We have updated our line – take a look, maybe it will suit you’). The format of a bonus or personal appeal works well. The main thing is not to miss the moment, Stelvel company managers recommend. The more time passes, the more expensive it is to return.
Loyal ≠ active: a segment that needs to be nurtured and cherished
People who have made 5-7 orders in six months or a year are no longer just customers. They are the backbone of the business. They are few in number, but they are the ones who form the most stable income, thanks to which you do not depend on promotions. They are those to whom you can send a personalised letter from a manager. Those who can be the first to receive information about new products. It is important to them not so much to get a discount, but to feel that they are appreciated.
Discount lovers are also useful (if you work with them properly)
The segment that buys only with a discount. Some are waiting for -10%, some -20%+, some won’t place an order without a coupon. They are often considered ‘unprofitable’. But this is not quite true.
If you clearly understand that you have a ‘price-sensitive’ audience in front of you, don’t offer them a premium line. But make a separate mailing for them: ‘Only for those who know how to buy profitably’. They don’t just respond to discounts, they love the hunt itself. Give them that experience, but within a reasonable margin.
Repeated purchases in the same category is a sign of interest that you can build on
If you notice that a customer is buying the same types of products, that’s a signal. He’s not just buying for the occasion. He is orientated in the product, he really needs it.
You can offer such a customer advanced versions, recommendations from experts, accessories. If you sell equipment – give him products for upgrading. If cosmetics – show the full line of care. If clothing – offer to put together a capsule. Do not try to ‘take’ him to another category – first reveal the potential of the current one.
Who spends more, demands more
Separately, it is worth highlighting customers who have a consistently above-average cheque. This does not always mean wealth – often it is simply a mature attitude to choice: ‘I choose the best.’ These customers are not afraid to spend, but they also expect more: in service, attention, packaging. Upsale, personalised offers, gifts, consultations, same-day delivery work particularly well for them.
Main customer segments
Based on the analysis of user behaviour, Stelvel Ltd recommends segments:
- Loyal customers – have made 7+ purchases in the last year. The most valuable customers. They should be thanked with personalised offers, activity bonuses and early access to new products.
- Regular customers – 5+ purchases in the last 6 months. It’s important not to lose them: launch loyalty programmes, remind them about accumulated bonuses.
- Best customers of the month – 3+ purchases in 30 days. Quick engagement tactics work here: exclusive discounts and personal recommendations.
- VIP customers – users with the highest lifetime value. For them, you can offer personal managers, special delivery terms and closed sales.
- Coupon lovers and discount hunters – focus on the benefits. Offer them time-limited coupons, ‘discount of the week’ product picks.
- Cart abandoners – they’ve shown interest but haven’t completed the purchase. Automated trigger emails with reminders, additional discounts or free shipping bonuses work best.
- Fluctuating – have added items to their basket without making a purchase. For them, it’s important to create a sense of scarcity (‘The product is running out!’) or suggest alternatives.
So, segmentation isn’t just ‘categorising into groups’. It’s not just age, interests, geography and habits. It’s a real way to speak to each customer in their language. The right approach to the 1% of your users can increase revenue many times over. In eCommerce, the winner is not the one who has more traffic, but the one who knows how to accurately work with his audience.