May 9, 2023

Accelerate Omnichannel Growth with Peel x Brij

John Abbasi

You have a great product. You’ve put in the hard yards of developing a brand that’s starting to resonate with customers. You’re building a strategy around SEO, social, ads, community building and more.

Phew. 😮‍💨 Deep breath. Operating a DTC brand is a lot to deal with. 

And that’s not even half of what’s going on with today’s omnichannel brands. There’s so much data pouring in from everywhere that it’s hard to know who your customers are, what they need, and how that all fits into creating a cohesive omnichannel experience.

Our best advice? Lean into your post-purchase data!

Why? Because you’re sitting on a treasure trove of data that can tell you so much about your customers, and it’s the key to improving your retention and driving growth. 🔑

If you get bogged down by trying to craft the perfect email or design the ideal ad, all without knowing who your customers are and what they need, then you risk hitting the wrong notes, frustrating customers, and missing out on a ton of value that you’d get by personalizing your marketing efforts.

This doesn’t have to be scary, we promise. 😌 Omnichannel is a big word, sure. But meeting your customers where they are in their journey with your brand is something that anyone can do, regardless of how many channels you’re advertising on and selling through. And we’re going to share a few tips that can help you do this!

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Start with the basics: Recency, Frequency & Monetary Value

Knowing the recency, frequency, and monetary value of your customers’ purchases is highly valuable! Again, nothing scary here. It all lives in your post-purchase data. 

Take away the proper names for these things and we’re simply asking: 

📅 “When’s the last time your customer purchased?” 

❓“How often are they purchasing?” 

🤑 “How much do they spend on average?”

So, we’re pretty much just looking at the number of days since their last order, total number of orders, and lifetime revenue (LTR) of your customers. The intersection of those 3 things can serve as the basis of how you re-engage your customers.

There’s a whole method of calculating RFM analysis (Recency, Frequency, and Monetary value - seriously, don’t let acronyms overwhelm you). You score each customer from 1 to 5 in each category, group them based on their scores and then get a grid that looks like this (that is, if you visualize it; this could also just live in a spreadsheet if you’re manually calculating). 

You’ll end up with 10 distinct segments based on their customer journey stage/loyalty level:

If you don’t want to go down the route of calculating this all yourself, Peel automates this for your Shopify and Amazon data. You get a grid just like this 👆

Either way, having your RFM breakdown shows you who your best customers are, your lowest performing customers are, and everyone in between. From there, you can craft retention emails that reward your top customers, reactivate those who’ve gone 😴, and deliver value to the rest at their given stage. 

Personalizing your omnichannel marketing messages is essential! There’s tons of data to back that up. Here’s the short story:

Build detailed customer audiences

It should be clear by now that customer segmentation is super important. And it’s especially important for omnichannel brands.

Segmenting your customers based on their RFM groups and turning them into audiences that you can engage via email 📧, SMS 📲, retargeting ads, etc. is always a good idea as we’ve mentioned. 

But there are other ways to segment your customers.

If you have good attribution data, you can use the channel you acquired them from as the basis for segmenting. FB customers need different messaging than customers from your latest Google Ad? How about TikTok vs. YouTube? Organic search vs. influencer referrals?

Attribution channels are great building blocks for segmenting and building customer audiences. 

Other great ideas for customer segmentation and building Audiences:

  • Discount codes - which customers purchased during which promotions?
  • Locations - do customers in specific geos have common interests/needs?
  • Campaigns - did a specific marketing push acquire high-value customers?
  • Products - are specific products or bundles driving high conversion rates?
  • Customer tags - are there specific customer traits you should tag to create segments?

However you choose to segment, the deeper you go with filtering your data, the better. That’s because the more specific you get with the types of customers you’re engaging, the more you can tailor the messaging to their needs. Which brings us to our next point. 👇

Ain’t no party like a 1st party, party…

Our final piece of advice is to collect that sweet, sweet 1st party data. When you’re an omnichannel brand, getting info directly from your customers is invaluable.

You can do this through email capture, post-purchase surveys, and more.

This is where Brij comes in and shines ✨, creating a QR code experience that connects the dots between the digital and physical world and becomes your best 1st party data collector through all the threads of your omnichannel experience.

QR Codes Collecting 1st Party data for Maude

Maude is a woman’s sexual wellness brand that sells devices, supplements, bath, and body products (and a customer of Brij x Peel!). They are an omnichannel brand selling via their own Shopify store, Amazon, and retail stores like Sephora. 

A critical part of their customer experience is their quality guarantee. To deliver on this promise, Maude has a 1-year warranty program to replace defective products. It’s also a way for Maude to collect emails form customers who’ve bought their products in retail or on Amazon. Previously Maude customers would have to enter a URL to register their product. They recently added a QR code to their packaging. 

That QR code goes to a beautifully branded experience designed for the purpose of registration.

Brij integrates with Klaviyo so as soon as a customer submits their email, they’ll an email confirmation in their inbox. With a Brij QR code Experience, the speed and ease of scanning and inputting data has improved considerably. 

The program is new but Maude is pleased with the registration rate and seeing hundreds of emails registered already!

Start personalizing your omnichannel marketing content

Most of the data we’ve talked about today can be extracted, cleaned and manually calculated by your team. We won’t lie to you, it’s a big time commitment to do all that and then dive into segmentation for audience building. 

That’s exactly why Peel automates all your post-purchase data analysis. Many ecommerce teams are lean, fast-moving operations who may or may not have a dedicated data “owner.” And even if you have data-focused folks, manual data calculation is a big lift.

Being able to dive into data and filter and build audiences in a matter of minutes closes the gap between your brand and ROI. You can get started with a free trial of Peel and gain access to all the data you need to personalize your omnichannel experience.

Want to learn more about Brij?