Play out effective campaigns and optimise KPIs with personalised customer targeting

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Personalised customer targeting shows each customer the right products within your shop strategy

Customer targeting is not a new term, but it is becoming more important for personalised customer targeting due to today’s possibilities in the field of data science. Today, the interest of customers can be determined in real time using various data. Personalised customer targeting is therefore a new form of customer approach in e-commerce, which you can use excellently for campaigns along the customer journey. There are three different personalisation levels of customer targeting: pre-personalisation, segment personalisation and 1:1 personalisation. Here you choose whether you want to address all shop customers or only a specific customer group (segment). At the same time, you determine whether you want to use the entire or individual click and purchase behaviour as a basis – depending on your shop strategy. This allows you to optimise certain KPIs, such as increasing the conversion rate for specific brands within a segment. The basis for this is our AI technology.

Campaign examples for customer targeting along the customer journey


Campaign -> Increase pre-orders for new releases
You want to set up an email campaign to push the pre-sale of a new book release. Determine which shop customers are interested in the new book release. You do this with our AI. Then send these customers an email with information about the next new book release and offer them the opportunity to pre-order.

Example: The crime novel “The Policeman” by “John Grisham” will be released soon. You can now send all fans of “John Grisham” an emailing about this new book release and increase pre-orders.

(Personalisation level in use: 1:1 personalisation with individual click and purchase behaviour based on segments)

Shopping area

Campaign -> Promote new products
You have a new product and want to promote it? Then use the personal streams of your shop customers to position the new product in them. First, however, you have to determine the right segment for it using our AI.  Then you can add your product and suitable content (blog, theme world, etc.) to the stream.

Example: You have a new pair of running trousers in your range that you want to promote. Then use our AI to determine the customer segment that has a particular affinity for running fashion. Then show this segment the new running pants as a product recommendation and combine this with suitable blog articles or topic pages in the form of content suggestions.

(Personalisation level: 1:1 personalisation with individual click and purchase behaviour based on segments)


Campaign -> Sell high-priced product sets
You want to inspire shop customers from the “high-price segment” to buy a suitable product set? Then recommend to these customers on the product detail page for their selected high-priced product the matching product set that exactly matches the interest of the respective shop customer.

Example: A shop customer is interested in Louis Vuitton bags. She has already bought three bags of this type from you. You can recommend an outfit from “Louis Vuitton” that matches the bag to this customer and all other customers who match this segment. The AI calculates individually which outfit is displayed in detail to which shop customer.

(Personalisation level in use: 1:1 personalisation with individual click and purchase behaviour based on segments)

Product adviser

Campaign -> Sell off discontinued models
Do you have digital product advisors for certain product categories? Then use the generated results list of the product advisor for your campaign for the prioritised display of discontinued models that are available for sale. Provided they meet the needs and individual preferences of the shop customer.

Example: You want to sell a certain springform cake tin of the brand “Zenker” for flat and tube bottoms, because the new model will be available soon. Give this information to your bakeware consultant so that for flat and tube bottoms, this product is prioritised in the results list for customers who have the need for it and whose individual preferences match the product.

(Personalisation level in use: 1:1 personalisation with all click and purchase behaviour)

Search function

Campaign -> Increase brand sales
In addition to top sellers, prioritise a certain brand in the search results list for all shop customers and first display the reduced articles of this brand for the customer group “bargain hunters”.

Example: When searching for T-shirts, all shop customers first receive T-shirts from “Tommy Jeans” in the search results list and the segment “Bargain Hunters” first receives the reduced T-shirts from “Tommy Jeans” in the first positions of the search results list.

(Personalisation level in use: Pre and segment personalisation with entire click and purchase behaviour)

Customer targeting within the framework of various personalisation levels for your campaigns

You have the possibility to set up personalised customer targeting according to your individual wishes. In order to select the right level of personalisation, you must determine the criteria for your campaign. Personalised customer targeting differs for your campaign with regard to the following criteria:

  • Display for all shop customers or a specific customer segment
  • Inclusion of total or individual click and purchase behavior
  • Use of all or individual touchpoints for playout

Optimisation of the basic functionalities

Equip touchpoints with AI and generate knowledge base

Before you start personalising your campaigns, you may need to optimise the basic functionalities of your touchpoints. For example, if a shop customer enters “t shirt” in the search box, it should also show t-shirts and not socks. If your shop customer is on the product detail page, it should be possible to display additional products. This is only possible if the product catalogue also contains additional products and the algorithms can access them. Depending on which touchpoint you want to personalise, it should first be examined and optimised. By using AI, your touchpoints are brought to an optimal level and at the same time a knowledge base for personalisation is generated.

Pre Personalisation Targeting

Campaigns for all shop customers + inclusion of all click and purchase behaviour

You want to implement a brand campaign for your online shop. The goal is to increase sales for the brand “Tommy Jeans” in your online shop. For this, you can include various touchpoints in your online shop. Let’s take the results lists after a search entry or a category click as an example. You now have the option of displaying T-shirts to all shop customers who search for “t shirt” via the search function or a menu item, but with prioritisation on the brand “Tommy Jeans”. In this way, all your shop customers will be shown T-shirts and will not be misled, and at the same time you prioritise the brand “Tommy Jeans”. In the background, the entire click and purchase behaviour of your online shoppers is also included in order to preselect the most popular T-shirts and thus carry out even more precise customer targeting. You can find more information about the implementation of this use case in the blog article Result Management.

Segment Personalisation Targeting

Campaigns for customer groups + inclusion of entire click and purchase behaviour

You want to start with campaigns for specific segments (customer groups)? Then first create segments for your online shop. Our AI technology supports you in this. You can use it to determine segments of your choice. Let’s take the segment “bargain hunters” as an example. For this segment, you want to display reduced T-shirts from “Tommy Jeans” in the results lists. By linking your segment with the segment personalisation, this is exactly what is displayed. The result list contains T-shirts from “Tommy Jeans” for all shop customers, but the “bargain hunters” receive reduced T-shirts from “Tommy Jeans” in the first three positions. The entire click and purchase behaviour is also used as a basis here. This allows you to map individual strategies for specific segments. For example, target seasonal shoppers at the time of their need, such as customers who buy special sunscreens in the summer. Send an email with product news at the start of the season.

1:1 Personalisation Targeting

Campaigns for all shop customers or customer groups + individual click and purchase behaviour

Do you want to play out a brand campaign tailored to each shop customer? In addition to the brand that is to be prioritised, you can play out the products in the results list for each shop customer that correspond to their individual click and purchase behaviour. Example: You still want to push the brand “Tommy Jeans”, but you want to cater to each shop customer individually. Then you can include the individual click and purchase behaviour for each shop customer. In this case, for example, the shop customer “Elena” would be shown T-shirts of the brand “Tommy Jeans” in the colour “pink” and the size “M”. In this way, each shop customer receives his or her individual result list with T-shirts from “Tommy Jeans” in combination with his or her own preferences. The whole thing can also be combined with segments. If the shop customer “Elena” were a “bargain hunter”, she would first be shown the pink, reduced T-shirts in size “M”.

Data is the basis of customer targeting

For customer targeting in e-commerce, various data and data sources can be included, such as:

  • Click and purchase behaviour from the online shop (topics, products, brands, online times, interaction duration, etc.)
  • Product data from the product catalogue (categories, variants, synonyms, links, etc.)
  • Expert knowledge (sales psychology insights and industry knowledge)
  • Biographical data from the CRM (marriages, births, memberships, body measurements,…)
  • Transaction data from the shop system (order intervals, order value, shopping basket contents, etc.)
  • Socio-demographic data from Google Analytics (gender, age, income, marital status, etc.)

However, the minimum scope for the success of customer targeting should include click and purchase behaviour, product data and expert knowledge.

You want to use personalised customer targeting for your campaigns?

Then book your initial consultation on personalised customer targeting with us!

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