Working with Target Segments

 

What is a target segment in Zenoti?

For any marketing campaign to work, identifying the right set of customers is of key importance. In Zenoti, you can do this by creating target segments. A target segment is a grouping of customers based on buying patterns and preferences which determine what offers would be relevant and successful for them. Let’s assume you want to do a marketing campaign for your existing customers that come for massages but have never tried body services such as body wraps and so on. You want to give such customers a 30% off on body services so they try this new service. To do this, the first step is to get this list of customers.This would be your target segment. You can create target segments using a variety of predefined rules available in Zenoti. Once appropriate target segments are created, you can design specific discounts for each target segment and reach out to them through SMS or Email campaigns.

How can I create a target segment?

  • Click the Target Segments link under Segmentation in the Marketing module.

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  • A list of all available target segments in your center is shown. Export the list of target segments to other formats by clicking on any of the export links. Click the Add Segment button on the right pane.
  • Default predefined rules are displayed using which you can create a new target segment. Rules cannot be combined and you can use only one of the rules to create a target segment. 
    • Encourage Repeat Services - Use this rule to encourage repeat services. If selected, this rule will get a list of customers who have stopped coming for a particular service. You can choose the service by clicking on the service link and also the time duration from the drop down list.
    • Sell New Service - Use this rule to sell a new service. If selected, this rule will get a list of customers who have never tried a particular service at your spa or salon. You can choose the service by clicking on the service link.
    • Cross-Sell Service - Use this rule to cross sell a new service. If selected, this rule will get a list of customers who have tried service 'A' but not service 'B'. You can choose the service guest has tried and the service guest has not tried by clicking on the service links.
    • Improve Negative Experience - Use this rule to improve guest's negative experiences or poor feedback. If selected, this rule will get a list of customers who have given a poor feedback rating (below 3) and have stopped coming. You can choose the time duration from the drop down list.
    • Target on Avg Spend - Use this rule to target customers on the basis of their average spend per visit. You can enter the amount in Rs.
    • Target Guests Who Stopped Coming - Use this rule to target customers who are high spenders or low spenders AND have stopped coming. You can enter the average spend per visit in Rs. and choose the time duration since when the guest has stopped coming form the drop down list.
    • Entice High Spender - Use this rule to target high spenders on the basis of their total spend at your spa or salon AND who have stopped coming. You can enter the total amount spent in Rs. and choose the time duration since when the guest has stopped coming from the drop down list.
    • Membership Expiry Reminder - Use this rule to group customers on the basis of their membership expiry. If selected, this rule will give a list of customers whose membership is about to expire within the next few months. You can choose the time duration from the drop down list.
    • Membership Renewal Offer - Use this rule to get a list of customers whose membership has expired and has not been renewed. If selected, this rule will get a list of customers whose membership has expired in the last few months and the membership is not renewed. You can choose the time duration from the drop down list.
    • Retain New Guests -  Use this rule to retain new guests. If selected, this rule will get a list of guests who visited once in the last few months and never came back. You can choose the time duration from the drop down list.
    • Target Value Driven Guests -  Use this rule to target value driven guests. If selected, this rule will get a list of customers who have redeemed a specific number of offers where total sales contributed to a specific amount. You can enter the number of offers the guest redeemed and the amount for total sales.
    • Create Custom Segment - Use this rule to create a new segment if none of the above segments meet your requirement. Through a custom segment, you can add multiple rules. For example, you could create a 'Valentine Day' offer for young women. In this case, you could add a rule based on demogrpahics and choose 'Female'. Click the Add button. Then, you can add another rule based on Demographics and choose the age to be under 30 yrs. Click Add again. If you add multiple rules, the AND operator for all rules apply, i.e. the target segment will contain guests that satisfy ALL rules. The number of guests that fall in the target segment are shown as you add more rules. You can create a custom segment on the basis of following rules:
      • Guest's demographics - such as age, gender, pincode, city, state
      • Guests's membership status - such as membership expired, membership name, membership will expire, or guest is a primary membership/secondary member
      • Guest's offers - such as number of offers redeemed or the value of offers redeemed
      • Products - such as product name
      • Guest's satisfaction or feedback rating - by time, average rating, last rating, and so on.
      • Guest's services - such as service name and services by time
      • Guest's spend - such as average spend, total spend, spend by service and so on
      • Guest's visit - total visit, last visit, frequency of visit and so on.

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