Segment reviewers based on custom questions

Create a segment of shoppers who have left positive reviews about your store, and who have recently place an order from a specific product-line or collection. Then, cross-sell related items to this audience. You’ll also keep a pulse on sentiment and get a sense for how folks are engaging with this particular item.

For example, SWAK groups shoppers who have left at least one 5-star review and who purchased their best selling lipstick collection in the last 2 weeks.

Group shoppers based on personal characteristics that they share in reviews. That way, you can create more relevant messaging that specifically aligns with these traits.

For instance, SWAK groups shoppers based on what eye color they have and whether or not they’ve purchased SWAK’s perfect palette eye shadow kit. Then, they will share eyeshadow palettes that include complementary color tones with those who have not yet purchased this item.

As always, you can customize this segment to align with your brand and industry; for example:

• Food and beverage brands: segment based on allergies and exclude shoppers from messaging related to the product they are allergic to.
• Apparel brands: segment based on size preferences (S, M, L, XL, etc.) and send content related to items on sale for those sizes. If a size is specifically out of stock, do not message that group until it’s in stock.

Similarly, you can group reviewers based on their interest in particular collections. Perhaps they’ve given 5-star ratings for several items in the same collection. Otherwise, they may have shared directly in a custom question that they are only interested in specific items or collections.

For instance, SWAK creates a segment of those who have either shared that they have sensitive skin in a review response, or who have purchased from that collection before. In the future, SWAK plans to specifically highlight their sensitive skincare line in their emails and text messages to this group.

Again, modify to fit your industry and use case, such as:

• Health and wellness brands: create segments of reviewers who state that they are only interested in yoga-related items (if you also sell products related to other activities).
• Toys and hobbies brands: segment based on age preferences (e.g., infants, children, teens, etc.) and show content blocks that promote items that are geared for those age groups.

You may choose to ask customers directly if this purchase was for themselves or if it is a gift for someone else. This will be particularly useful for you leading up to big holidays, such as during Black Friday/Cyber Monday. Segment these shoppers and send them messages relevant to gift givers, such as tailored gift guides leading up to the next major holiday.

For example, SWAK asks who this item is for. They group those who specify that it’s for a significant other and then send them special discounts leading up to Valentine’s Day:

Group reviewers who have shared specific information either recently or frequently, showing that they are actively engaged with your brand in one way or another. This can be useful for grouping both positive reviews and negative reviews.

SWAK is launching a new lash lengthening mascara. They'd love to not only boost orders at launch, but also see new reviews come in around this item. They create a segment of those who have left more than 2 reviews on their site in the past, and who have not ordered mascara in the last 30 days. Then, they target these shoppers with a new product launch campaign and exclusive discount code.

You may ask customers directly in your review request form if they plan to shop again, as well as what other products they are interested in. That way, you can follow up with relevant cross-sell messages; plus, you’ll have an interested group at the ready when you next promote a sale or new product launch.

For instance, SWAK groups users who say they are interested in shopping again, specifically for nail polish. SWAK is having a semi-annual sale next week on all things nail and skincare on their mobile app. As such, they will send this group an early access push notification to incentivize them to shop right away.