A Guide to B2B eCommerce Customer Segmentation

An important aspect of many eCommerce businesses, but particularly B2B eCommerce, is the leveraging of customer segmentation. By being able to group your customers in effective ways, you can make your eCommerce initiates more successful.

In this piece, we’ll cover what customer segmentation is, the role it has in eCommerce marketing, types of segmentation strategies and how to segment customers.

What is Customer Segmentation?

Customer segmentation is the dividing of your customer lists into smaller groups with similar traits and/or characteristics. By doing so, you can offer a more focused, personalized eCommerce approach, set of marketing and more.

Your buyers have a diverse array of requirements, business sizes and goals. What they buy and how much will likely vary just as widely. Segmentation can ensure you’re putting the best messages and offers in front of the right buyers.

Customer Segmentation in eCommerce Marketing

For your marketing initiatives, segmenting your customers will help you present the right message to the right group. This can take a number of directions.

For instance, if you have buyers who traditionally buy by the case, and there’s 12 cases to a pallet, a marketing promotion around buying multiple pallets may miss the mark. Conversely, a customer who buys by the pallet may be more engaged with that message.

eCommerce can be segmented in a lot of different places:

  • Email Marketing: Your list can be separated, and different variations of emails can go out to different customer segments.
  • Direct Mail Marketing: You may only send pieces to customers who spend a certain amount of money (which can help justify a physical mailing investment), or those who routinely still use a catalog or other means to buy, since they’re more reliant on those pieces.
  • Search Marketing: You can segment geographically, age group, gender and other factors to hone in on your various marketing personas.

Ways to Manage eCommerce Segmentation

So how can you segment your customers successfully? Here are ways you can group your customers, and remember you can use more than one category to further group buyers into tighter segments:

  • Industry: Some B2B businesses sell catalogs that service more than one industry. You can organize your buyers in a way that lets you surface the best catalog suggestions for each industry.
  • Order size/annual volume: Pricing is one of the biggest ways B2B eCommerce businesses segment their buyers. One of the biggest reasons pricing differs is based on a buyer’s order volume, or order size. 
  • Business size: You may work with businesses large and small, and the messaging/marketing will likely differ depending on who you’re targeting.
  • Geography: Sometimes marketing may have something to do with geographic considerations. In a country like the United States, weather can be a factor as to when buyers buy certain products, for instance. Or it could indicate whether the market in that area will even be interested in a product. Items designed for city life may not sell well in rural areas, and vice versa.
  • Product exclusivity: You may have distribution deals or specific territories for specific products, and that may mean only certain buyers can access them. Segmentation makes it easier to surface the right products to the right buyers.
  • Payment types/lines of credit: Some buyers may get access to certain payment options because they’ve established a payment history, while others may need to pay upfront or with tighter Net Terms because they’re still new to the business.

Customer Segmentation in B2B eCommerce Software

B2B eCommerce software will tend to have some sort of segmenting capability, but whether they can do the deeper, more complex and helpful groupings that modern B2B eCommerce requires can be a mystery. Zoey has taken a very in-depth approach in its design of segmentation to allow you to segment by catalog, pricing, billing and shipping options, and even the design you present buyers.

If you’re looking to acquire B2B eCommerce software that can help you successfully manager customer groups, connect with us and we can give you a demo of Zoey, while learning more about how our software can help you succeed:

Request a Demo

Creating a trial may take up to 60 seconds.

Ready to START?

Ready to START?

Fill out the form to request a personalized demo of Zoey.