Every Smart Recommender campaign includes a Segment step, where you decide who will see your recommendations.
The primary motivation here is to make every campaign feel personal and perform as if it were.
Great marketing isn’t about shouting louder. It’s about speaking to the right people at the right time. That’s what segmentation enables.
With Smart Recommender, segmentation goes beyond “what” you show. It lets you control who sees it, creating personalized experiences that match user behavior, value, and intent. Instead of sending one-size-fits-all messages, you design high-performing, context-aware experiences.
The available segmentation options are:
To see what it looks like in practice, let’s look at real-world-inspired examples:
Scenario 1: Winning back high-spending customers who went silent
Monica, an ecommerce manager at a fashion retailer, noticed that VIP customers (who spent $ 2,000 or more) hadn’t purchased in 45 days or more.
She built a segment for these lapsed VIPs and launched a Smart Recommender campaign titled “We Miss You – Curated Picks Just for You” with user-based algorithms + a 15% side coupon.
Why it worked
Instead of discounting broadly, she focused on high-value churn risks, using segmentation to personalize both content and incentives.
Scenario 2: Boosting AOV with personalized add-ons
Jack, a growth manager at a cosmetics store, wanted to lift AOV. He segmented:
Spenders between $80–$120
Frequent skincare buyers
Never purchased makeup
On the cart page, he placed a Smart Recommender widget titled “You might love these, based on your routine,” featuring curated makeup bundles under $100.
Why it worked
Jack blended purchase behavior with attribute affinity to expand users into new categories without being pushy.
Scenario 3: Turning discount seekers into buyers
Jessie, a campaign manager at an electronics store, noticed that users were dropping off when no discounts were shown.
She segmented users with high discount affinity and showed them older models with higher markdowns. Full-price browsers still saw new arrivals.
Why it worked
Segmentation prevented blanket markdowns. Jessie protected margins by tailoring price strategies to each group.
Scenario 4: Personalizing homepage for new vs. returning visitors
Joseph’s team tested homepage personalization with two segments:
New Visitors: “Welcome! Start with our bestsellers” (Manual Merchandising)
Returning Visitors: “Picked just for you” (based on product views)
Why it worked
New users need social proof and guidance. Returning users are more likely to convert if reminded of products they already showed interest in: same campaign slot, different strategy.
Scenario 5: Loyalty activation with RFM scoring
James noticed many frequent visitors, but they were low spenders. With RFM, he targeted them with a campaign titled “Bundle Up and Save — Our Best Value Sets” on PDPs and a cart reminder campaign if they didn’t convert in 15 minutes.
Why it worked
He nudged loyal, low-ticket users into higher-value behaviors without alienating them with irrelevant offers.
Quick Takeaways
Segmentation makes personalization real. It’s not just about what you recommend, but who sees it.
Align with user value and intent. VIPs, discount seekers, and loyal browsers all need different nudges.
Use lifecycle signals. RFM, predictive segments, and campaign history help you meet users where they are.
Balance simplicity with precision. Start broad, then refine as you see performance lift.
Smart segmentation isn’t just targeting — it’s relevance. Every user is on a different journey. The closer you align your campaign with their context, the better your results.