Magento Customer Segments

What's Customer Segmentation

At its simplest, it's a way of categorizing your customer base by relevant marketing parameters, including

  • Age
  • Gender
  • Interests
  • Spending Habits/History

Like many features in Magento Enterprise, customer segmentation is driven by data. Over time, results from targeted campaigns ‒ student discounts, say, or specials for repeat customers ‒ will provide the information necessary to optimize marketing resources. A well-executed customer segmentation scheme trims waste and boosts marketing efficiency.

How Can I Set Up Customer Segmentation in Magento?

Let's demonstrate a new campaign in action! The goal in this example is to establish a new customer segment for all customers using their company email address for registration (e.g., name_department@example.com).
Step by step:

  1. From the Magento Admin dashboard, select the Customers tab, then select Customer Segments from the drop-down menu.

    Figure 1 - Select customer segments from the dropdown menu


  2. Click the Add Segment button on the right side of the screen.

    Figure 2 - Select customer segments from the dropdown menu


  3. Fill out the following fields on the General Properties tab:
    1. Segment Name ‒ used internally.
    2. Description ‒ also used internally. You can be a bit more detailed here.
    3. Assigned to Website ‒ each segment only applies to one website because of conditional restrictions based on site-specific data. To use the same segments on multiple sites, you must duplicate them for each site.
    4. Status ‒ Enable the segment by selecting Active. Inactive disassociates prices rules and banners from a particular segment without having to edit them.

    Figure 3 - Fill in required fields.


  4. From the Conditions tab, you'll be able to specify all parameters fro a particular segment. In our example:
    1. From the drop-down Conditions menu, select Email under Customer.
    2. From the drop-down operators, select Containing.
    3. Enter the company domain in the field. The text should now read "Customer Email contains example.com"
    4. Click the Save and Continue Edit button on the right side of the screen.

    Figure 4 - Setting up Conditions for Customer Segment


  5. Magento will now check for Matched Customers. Under the Matched Customers tab, you'll be able to see email addresses for all customers fitting the above criteria.

    Figure 5 - Magento checks customers who match the criteria


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