Create impactful content for your new customers
A recent requirement from a customer was to be able to target new customers and present them with specific content. The first question is what exactly is a new customer? Is it a first-time visitor to the site? An anonymous visitor who has yet to register? A registered customer but someone who yet to make a purchase? A customer whose last purchase was a long time ago, for instance, 2 years? To target "new customers" can be a bit troublesome. A clever solution to the problem is to turn it on its head; assume all visitors to the site were new customers and then to segment customers into various groups.
Advanced personalization is achieved in hybris through the BTG (behavioural targeting groups). hybris provides a number of out the box rules (operands) to classify customers into segments. There are many ways to present targeted content to customers in hybris but the basic process involves the following steps:
- Set up the content components for each customer segment you wish to target.
- Create customer segment based on the rules available. This can be done in 1 of 2 ways via the CMS cockpit:
- In the Customer Segments perspective
- or can be created via the content component the Context Visibility section:
- Assign the customer segmentation restriction to the content component.
Both positive and negative segmentation rules can be applied; show content based on meeting rule or hide content based on meeting rule. Highlighted below are 2 scenarios for targeting different customer types:
- Target new customers:
As mentioned above there are are a number of possible scenarios on how to define a new customer. Bespoke operands can be created for such purposes but as this requires development, an out-the-box approach was the sort to meet the targeting requirements. Therefore inverting the targeting rules assumes that all customers are new customers and group existing customers in targeted groups. As such, all customers who visit the site are assumed to be new. The default content for the site is targeted to new customers. Targeted content for existing customers will replace the new customer targeted content when a customer falls into an “existing customer” group.
Existing customers can be targeted through various out the box rules including:
- Last order date: example - last order placed before 1 year ago
- Total amount of orders to date: example – the last order was greater than 1 GBP
- An alternative approach is on registration the user is assigned to a particular security group (for example RegisteredUser) and targeting is then based on the user group (note this will require some customization to ensure registered users are assigned to this user group):
- Target customers based on their browsing behaviour
There are a number of out the box operands to target customers based on their browsing behavior. These fall under the Website Rule set. Two examples are:
- Has viewed products: example – a user who has viewed a particular product:
- Has viewed categories: example – customer has viewed the cameras category page:
- Has viewed content pages: example – a user who has viewed the homepage:
Target customers based on their affiliate shopping behaviour
There are two out the box Website Rules that can be utilized to target customers based on their affiliate shopping behaviour:
- URL contains parameters: example – url contains the parameters “referring”, “product”, “Colour” and “Size”:
- Match referral URL: example – match the referral URL to that of https://www.google.com/dir/1/2/search.html?arg=0-a&arg1=1-b&arg3-c#hash
Illustrated herein are a number of options for classifying and targeting customers based on a number of criteria and scenarios. hybris BTG functionality provides a rich selection of rules from which to start segmenting customers. Should you require more complex rules, bespoke operands can be developed to meet your specific requirements.