You can isolate a group of people that have all purchased a particular item but have not also purchased one or more related items to create a cross sell segment. For example, if someone purchases a video game console, you might consider targeting them with content about the most popular video games for that console that they haven't yet purchased.
Creating a Cross Sell Segment
To create a cross sell segment, group people based on if they have ordered one product, but have not ordered another, related product that they may be interested in. Here is an example of the conditions for this segment:
In the image above, you can substitute SKU with Name, Variant Name, or any other event data available that can classify specific products.
Let's say you want to create a segment of everyone that ordered summer shorts but has never ordered summer tank tops. Since the two are typically paired together, customers that have only tried your shorts are currently missing out on another product they may want, and you're missing out on additional business. As a result, you would create the following segment to capture those customers to target with messaging around summer tank tops.
With our example above, we chose one cross sell item to focus on. You can also add additional has Ordered Product zero times conditions to build a more robust cross sell segment. For example, if someone has only purchased one item from you before, you can promote a range of related and relevant items.
You can also add additional conditions to further target your segment around other behaviors. If you track Viewed Product browsing activity, you can use insights from this metric to target customers who purchased a certain product and browsed other, related items.
Once you've created one cross sell segment, it's easy to segment several variations by cloning that segment and building upon that foundation.
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