Segmenting Your Customers Using Multiple eCommerce Stores
Making customer segmentation work for your online business
Customer segmentation can be a very powerful marketing and analysis tool. It can help you send the most relevant marketing material to the right customers, determine which customers are most profitable, build better customer relationships, and improve customer service, just to name a few benefits. One way to clearly and concisely segment your customers is to use a multi-store eCommerce or multi-tenant solution. This will help you easily separate customers by their needs and analyze how well your marketing is working, while helping your customers get the information they need and find the products they want faster.
Segment by Customer or Account Type
The first way to segment your customers is by creating subdomains, sites, or a multi-vendor eCommerce site for each of your different customer or customer account types. For example, if you are a B2B business, you can create one online store for small business and one for large businesses. You could optimize each of the sites or domain for search engines. You could also create different branded looks for each site and show specific content from your eCommerce catalog system. You could have unique stores for VIP customers, vendors, distributors and more.
Segment by Workflow Needs
When you are a B2B business, you almost always have to cater to your customers. Each business that you sell to has its own individual way of doing things. To make things easier on you and them, you can create multiple web stores to fit their workflow needs with a multi-vendor marketplace. For example, businesses that make small purchases may usually just pay with a credit card while businesses that place large orders need quoting, customer specific pricing, and purchase orders. In this case you can create a simple online store to handle all of the credit card purchases, and another store to handle the more complex processes including sending quotes and providing customer specific pricing.
Segment by Demographics
One of the more popular ways to segment both B2B and B2C customers is by demographics. Using regional demographics could help a clothing store more accurately advertise and sell to customers based on their weather and seasonal changes. Using age demographics helps some businesses better market certain items. You've seen this with brick and mortar stores like GAP and GAP for Kids. When a clothing business knows the age of a customer, they have a better picture of what the customer would most likely buy or wear and can use their limited shelf space to sell the most applicable and appropriate products to their target audience.
Segment According to Marketing Strategy
Another way to segment your eCommerce site is by the marketing strategies you are using. Creating a separate subdomain or store for potential customers that are sent to your site from your affiliates can help increase your profits since most of those visitors are more likely to buy. You could also create another store for those that are on your preferred customers or email lists to offer them better promotions in order to incentivize them to buy.
Clarity Can Help
There are numerous ways that a multi-vendor marketplace platform and segmentation could help benefit any eCommerce business. At Clarity, we are all about finding the right solution for our business clients. We take the time to get to know their business and its needs before recommending or beginning a project. Our eCommerce platform, Clarity eCommerce, can handle multi-store and multi-tenant solutions, and is a powerful yet easy platform to use. To find out more about a multi-store solution or customer segmentation, call or click to contact us today!