Why segment at all
Sending the same promo to everyone wastes it on people who would have come anyway and misses the ones slipping away. Segmentation lets you match the message to the customer: thank your champions, nudge the ones who are fading, and win back the ones who left.
How Selyo groups customers
Selyo refreshes your numbers every hour from the scans at your counter.
- Lifecycle: new (first visit recently), active, at risk (later than usual) and lapsed.
- RFM: each customer gets a score for Recency (days since last visit), Frequency (number of visits) and Monetary value (spend through the card), then a named segment. Read more in RFM analysis.
- Program groups: cardholders per card, members, and VIP tiers.
- Places: customers by town or city, region and country, from their Likom profile.
Putting segments to work
| Segment | What to do |
|---|---|
| Champions | Thank them. Early access, a surprise reward, ask for a review. |
| At risk | A win-back message with a reason to come this week. |
| New customers | Make the second visit easy: a bonus stamp on visit two. |
| Hibernating | One clear offer; if they don't respond, don't keep spending on them. |
Win-back campaigns in Selyo target customers away for 30 days, 90 days or a number of days you choose, once or automatically. See marketing campaigns.