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 sending them an email about the most popular video games for that console that they haven't yet purchased.
Here is an example of the conditions for this segment:
In the image above, you can substitute "SKU" with "Name" or "Variant Name," or any other event data available that can classify specific products.
In the following example, we're creating a segment of everyone that has ordered our summer shorts but has never ordered our summer tank tops.
We know that purchasers of our summer shorts typically purchase and really enjoy our summer tank tops. So, customers that have only tried our summer shorts are currently missing out, and we're missing out on the additional business.
Options for Further Targeting
With our example above, we chose one cross-sell item to focus on. You can add additional "has Ordered Product zero times" conditions, however, to build an opportunity for a more robust cross-sell. 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 are tracking Viewed Product browsing activity, you can use insights from this metric to target customers that have purchased certain items and browsed others.
Once you've created one cross-sell segment, it's easy to segment several variations using the Create Similar Segment option in the Manage Segment drop-down after the segment has finished computing.
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