Timing of Usage
Timing is another key factor at play when it comes to behavioural segmentation. Companies can analyse their customer behaviour based on when they interact with their business.
For example, some customers might uniquely use a business at the weekend, or during school holidays, or during festive periods. Marketers can then divide up these customers and target their campaign more efficiently.
Another way to differentiate customers via behavioural segmentation is by “benefits sought.” This is a way of establishing or identifying one (or several) key features of a business that retains a certain type of customer.
For example, some customers might stick with one company or business because it offers the highest possible quality, despite the price being much higher than the average for the same service elsewhere. Similarly, a business may offer certain perks (such as free next day delivery, VIP membership, loyalty points etc) that keep certain customers loyal and stave off competition.
The fourth type of behavioural segmentation is customer loyalty. Understanding customer loyalty is incredibly important, as it helps companies remain competitive and ward off any potential competition from similar companies.
When it comes to analysing customer loyalty, the important questions to ask are the following:
- Why does the customer stick with my company, rather than go to the competition?
- Of the perks that we offer, which help our customer retention rate remain high?
- How should loyal customers be compensated?
- Which of our customers are the most loyal and why?
By understanding these questions, businesses can maximise their customer loyalty and enjoy high customer retention.
Examples of Behavioural Segmentation
To make the concept a little more clear, here are some hypothetical examples of behavioural segmentation in action:
- Analysing when your customers purchase from you and sending timely email marketing campaigns.
- Segmenting your audience by the service or products they purchase and sending tailored messages
- Running a festive advertising campaign to discern if customers are more susceptible to make purchases / ramp up activity during holiday periods
- Knowing when the financial year end of your clients is so that you can see if you can provide any additional value with excess budgets they may have.
- Knowing that the customer enters their busy period at a certain time of year and pre-empting this.
- Creating a lead magnet (a discount, free gift, extra samples) in exchange for information
- Knowing that the client has a specific problem every year that your product or service can solve.
- Segment your audience by goal type. For example, a marketing agency may segment by lead generation vs brand awareness.
This post was written by:
Stuart is the Managing Director of Tiga Creative Marketing. He founded the agency over 30 years ago.
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