Building customer profiles through purchases, emails, and web activity (a fashion store case study)

If you run an online store, you likely know about the importance of analytics and tracking your web visitors. Unfortunately, most tools today provide a high level, aggregated view of your visitors. These tools tell you how many individuals visited each page, but it is often impossible to tell what each individual did and how this relates to their purchases. Today, we show you how you can view your customers’ purchases and email activities alongside website visits in the Canopy Labs customer profiles.

One Customer…

To illustrate the power of such customer profiling, we show you an example from am online men’s fashion retailer. Click the image to see more:


The high-level statistics, shown below, give us an overview of the customer’s worth and risk. This is clearly a valuable customer, having spent $1,100 on the site. At the same time, this is a risky customer – they are not loyal, and their e-mail engagement is nonexistent. Indeed, this fashion retailer’s only chance for upselling the customer is by engaging with them through the website, or an extremely targeted email.


Engaging through web activity

So how can this store actually engage with this customer? Fortunately, the customer’s web traffic pattern provides an answer! This customer has only 1 email interaction, only 1 purchase, but 26 page views, most of which focus around the retailer’s online catalog.

Better still, look at the page view actions following the customer’s recent purchase, below.


The customer continued browsing suits and sweatshirts following the actual purchase. This could be a sign of further interest in products, and certainly gives food for thought for future marketing materials.

Next steps

Customer service is important, particularly for your most valuable customers. Maintaining momentum following a purchase is important and one of the best ways to ensure a customer comes back and buys again. Here are three tactics the fashion retailer can use to try and up-sell the customer above:

  1. Personalized email outreach. The most manual approach would be to send emails to the individual customer based on their web traffic profile. While this is a slow approach and could take time for sales reps, doing such a process for every valuable customers can yield significant sales improvements.
  2. Segment similar customers and reach out to the segment. If you can’t personalize your outreach like in the idea above, you can segment customers based on their purchasing and browsing habits to target a group of similar customers. For example, email everyone who spent over $250.00 and browsed the suits and sweatshirts pages.
  3. Web offers. A best-in-class approach is to personalize offers on the website as a person browses. This will save time for customer service reps, while also ensuring customers have an incentive to make a purchase while on the site itself.

Using the profiles above, and knowing the individual’s browsing habits following a purchase, allows stores to cater offers and turn one-time purchasers into loyal and lucrative customers. Remember, however, that you’ll convert such sales only if you reach out to them. Ensure you have a process to reach out, and track what works best.

Written by Wojciech Gryc

Wojciech Gryc is the CEO of Canopy Labs. Prior to Canopy Labs, Wojciech was a consultant with McKinsey & Co. and a researcher at IBM Research. Wojciech is a Rhodes Scholar and Loran Scholar.

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