How to target Retail Segments using the Rinsed Audience Builder
Retail Customer Segments
Overview
The goal of the retail customer segments is to allow you to send targeted messages to audiences based on their past behavior. For example, you can reach out to “Price Conscious Washers” and “Early Birds” to tell them you’re now offering discounted washes on Tuesday mornings, or “Splurge Washers” and “Recent Wash Enthusiasts” to tell them about your new top-tier membership.
Broad Categories
The broad categories of behavior that we’re analyzing include:
- Spend Habits
- Time-Based Habits
- Frequency-Based Habits
- Other Behaviors
Segment Definitions
Price Conscious Washer (Spend Habit): Someone whose average spend in the trailing 6 months is less than or equal to the 25th percentile for spend across all Retail transactions over that same timeframe. Customers who have not visited the wash in the last 6 months will be automatically excluded.
Splurge Washer (Spend Habit): Someone whose average spend in the trailing 6 months is greater than or equal to the 75th percentile for spend across all Retail transactions over that same timeframe. Customers who have not visited the wash in the last 6 months will be automatically excluded.
Spending Surge (Spend Habit): Someone whose average spend over the last 6 full calendar months has increased by $5 or more compared to their average spend for the 6 full calendar months prior.
Weekend Washer (Time Habit): Someone who washes on the weekend (Saturday or Sunday) 75% of the times they visit or more.
Weekday Washer (Time Habit): Someone who washes during the week (Monday through Friday) 75% of the times they visit or more.
Early Bird (Time Habit): Someone who washes between the hours of 5am to 12pm, local time, at least 75% of the time.
Night Owl (Time Habit): Someone who washes between the hours of 6pm and midnight, local time, at least 75% of the time.
Dormant Washer (Frequency Habit): Someone who has not visited the wash in the last trailing 6 months.
Recent Wash Enthusiast (Frequency Habit): Someone who has visited 3 or more times in the last trailing month.
New Retail Customer (Frequency Habit): Someone who has had their first retail wash ever in the last trailing 2 months.
Monthly Visitor (Frequency Habit): Someone who has purchased a retail wash at least 10 of the last 12 full calendar months.
Above Average Washer (Frequency Habit): When compared to the average number of retail washes per customer over the last 6 months, someone who washes more than average.
Below Average Washer (Frequency Habit): When compared to the average number of retail washes per customer over the last 6 months, someone who washes less than average.
Bronze Tier Washer (Frequency Habit): Someone whose wash count in the past 6 months is greater than the 75th percentile for number of washes in that timeframe.
Silver Tier Washer (Frequency Habit): Someone whose wash count in the past 6 months is greater than the 90th percentile for number of washes in that timeframe.
Gold Tier Washer (Frequency Habit): Someone whose wash count in the past 6 months is greater than the 99th percentile for number of washes in that timeframe.
Cash King (Other Behavior): Someone who has paid with cash at least half the time within the last 6 months.
Loyalty Participant (Other Behavior): Someone who has received text messages as part of the Rinsed Retail Loyalty Program.
Recent Former Member (Other Behavior): Someone who has had a membership transaction within the last 3 months, but is currently a retail customer.
Using Retail Segments in Rinsed
First, navigate to Audience Builder and create a new audience. Once you click “Add filter”, you will see this list of filters to select from. Scroll down to the bottom, and select “Retail customer segment” in the “Retail wash” section.
Next, you will have the option to select which segment or segments you would like to include in your audience.
You can select multiple segments. If multiple segments are selected, retail customers that fit the definition of any of the segments will be included in your audience.