These are great questions, thank you so much! I am admittedly not an expert in jewelry marketing, but I can definitely help with some of these.
How can I segment customers based on their preferred jewelry type (e.g., rings, necklaces, earrings)? and How can I target customers purchasing jewelry for weddings or other special occasions?
There are two ways you might be able to do both of these! One is creating a segment based on what someone has bought—you could create segments like All customers who have bought a product tagged “ring” or “wedding” to use their previous purchases as an indicator of interest. The other is to ask customers these questions in your lead capture forms when they sign up, like a checkbox field titled “Are you shopping for:” with options for rings, necklaces, earrings, all of the above? That would be stored as a customer metafield, and then you can segment based on that metafield and use those segments to customize your campaigns.
Is it possible to segment customers in Shopify based on their purchase frequency to differentiate between repeat customers and new buyers?
Yes! You can do something as simple as All customers with at least one order by copy-pasting this into the segment editor: orders_placed MATCHES (count >= 1) . That will give you all customers who have placed at least one order. There are also segment templates you can use to find other groupings of engaged customers, and you can build on that segment to find things like customers who have placed at least one order in the past 90 days.
How can I target customers who buy jewelry as gifts versus those who purchase for themselves?
This one might be a bit harder to tease out, but one segment I always suggest for the holidays is looking at anyone who purchased during the last holiday season and has not purchased since—it’s not foolproof, but it’s a signal that these are gift-givers (maybe for themselves, but likely for others!) You can do that for the Christmas holiday season and Black Friday using the following query (just copy paste it into the segment editor):
orders_placed MATCHES (
date BETWEEN 2024-11-01 AND 2024-12-25,
count >= 1
) AND orders_placed NOT MATCHES (
date > 2024-12-26,
count >= 1
)
That will give you everyone who did place at least one order during the holiday season, and hasn’t ordered since. Right now, since it’s April, it might not be the perfect indicator, but by next Black Friday it’ll catch everyone who hasn’t ordered since the holidays last year.
You could also think through if any of your products are disproportionately bought as gifts, like engagement rings, and segment people who have bought those as likely gift-givers. Again, it’s not foolproof and will take some understanding of your customer base and products!
How can segmentation be used to increase the average order value (e.g., recommending bundles or upsells)?
I think you nailed a big part of it—using segmentation to recommend other products! If you know you have products that go well together, like a bracelet with optional charms sold separately, you can set up a segment of everyone who purchased the bracelet and has not yet purchased any charms. You could even use that segment to automate an email that sends out when someone joins that segment, that automatically sends an email promoting your charms. (We will demo this in the webinar!)