Customer Loyalty

Basics #

Clerk.io’s AI automatically segments your customers into Loyalty groups based on their purchase behavior. Their placement is primarily defined based on the number of orders and the total revenue they have spent.

These groups can be used to identify how important customers are to retain, and to focus your marketing efforts on the groups you gain most from.

Customers can move in and out of these groups depending on how your total customer base changes over time.

E.g., in March, an average Frequent Buyer might have placed 3 orders, but in November, it might have increased to 4. This changes the condition of when a customer is seen as a Frequent Buyer, and it will then contain different customers.

Loyalty Groups #

Below are the 4 groups that Clerk.io’s AI segments customers into.

One Time Buyer #

These customers have only placed 1 order in the webshop. For many businesses, this is also the group containing the most customers, due to how many consumers find and buy a product, before forgetting about the webshop.

This also means that there is great potential in the group - Reactivating just a part of your One Time Buyers can easily lead to a significant increase in your total revenue, and create more returning customers, which is even more important.

You will likely never outbid Amazon, Temu, or other future mega-companies on Ads, so the better you get at reactivating your One Time Buyers, the better you set yourself up for future growth.

Loyal Customer #

These customers have at least 2 orders and come back regularly to your webshop. This is significant because it means that they did not drop in and out a single time, but have actively come back to your webshop.

Customers in this segment have more order data, which allows you to do even better personalization for them.

Frequent Buyer #

These customers buy often from the webshop. They have more orders than Loyal Customers, but fewer than VIPs. It’s a segment of highly engaged customers, that you can personalize results to due to their high order frequency.

VIP #

These customers purchase the most from you both in terms of the number of orders and total spend.

It’s not uncommon for this group of customers to make up a significant portion of your total revenue (up to 20%), even though the group often contains the fewest amount of customers.

Focus on retaining these customers, as they are the most valuable ones. You can do this by regularly sending them tailored offers, special news, club benefits, and other things that keep them interested in coming back to your webshop.