Incentivio's Guest Journey feature allows for accurate customer segmentation. Having access to this data is great, but using it to benefit your business and your customers is even better! This article contains the following sections:
Targeting each Journey Stage
You can now target each of the Guest Journey stages when sending marketing communications (Messages, Offers, Loyalty Offers)
Rookies, Regulars, Loyalists, and Whales, can be targeted using the Targeting Rule: Journey Stage
Sliders and Churned users can be targeted using the Targeting Rule: Attrition Risk
Strangers cannot be targeted, since these are guests that order without identifying themselves. This represents an opportunity to convert them to 'known' guests.
Marketing Strategy for each Journey Stage
Since each stage represents different user behavior, you want to tailor your marketing strategy to each stage.
Attrition Risk
For Sliders - a group that is likely to churn unless action is taken, and Churned - users who have created an account, but haven’t returned in 90+ days, we suggest being more generous when sending offers.
These are hyper-targeted groups that you are specifically trying to prevent from churning or win back, give them a little extra! Please keep in mind, that your success rate of winning back Churned users will be lower than Sliders.
Journey Stages
Your goal here is to use discounts to push Rookies - users who created an account but haven’t yet established an ordering pattern, to become Regulars.
You then want to push Regulars - users who have completed at least 3 orders and have a lower average order frequency, to become Loyalists.
Once a user is a Loyalist - meaning they have completed at least 3 orders and have a higher average order frequency, you should do everything you can to make this group feel special! Award them for their dedication.
For these three stages, threshold offers ($5 and order of $20 or more), percentage discounts, or specific free items are recommended to help entice more ordering!
Lastly, we have your Whales - a regular or higher with a 3X average check. Just like loyalists, we suggest awarding these users for their dedication but keep in mind their unusually high spending habits. While threshold and item level discounts will work well, you most likely would not want to offer Order Level $ discounts for these users.