Shopify Ecosystem

The Perfect Gift is in the Data


It’s Valentine’s Day again, the time for loved ones to express their affection for one another. For many, that can mean a kind gesture, maybe folding the laundry for once or cooking that special recipe that’s been on the back-burner until the right occasion. For some, that act of love is in the form of the perfect gift.

For brands, that act of love is in their ability to help their shoppers with the high-stakes task of finding that perfect gift. Couples are always expressing the things they like to each other, things they’ve wished for, things they hope to buy one day. More than likely, they have looked up something their partners asked for, or mentioned. Maybe they even browsed a few product pages, or added a few favorites to their carts – but, ultimately, never pulled the trigger.

But as the holiday rolls around, shoppers might have a hard time remembering items on their significant others’ wish lists. What if retailers were able to help these shoppers pick up their gift searches where they left off?

With an activated Customer Data Platform, like Zaius, brands have the ability to capture all the historical browsing and abandonment behavior of their shoppers and act on these behaviors with true 1:1 personalization. Consider the following use case: If a male shopper has historically been purchasing menswear repeatedly but, all of a sudden, is now showing interest in women’s products, perhaps he is looking for a gift. All a brand needs to do now is remind its shopper to return to his abandoned session and check out with a gift.

So how do you do this in Zaius, you ask?*

Identifying your Valentine’s Day gift-shoppers starts with the right segment. Let’s imagine you want to target male shoppers who are looking to buy something for their female significant others from your brand. 

To capture these customers, you’ll need to create a segment of people who purchased men’s products at least three times and have searched for women’s products at least once in the past 14 days and have not purchased women’s products in the past 14 days.

Special thanks to our friends at Zaius for their insights on this topic.
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