Learn how to use customer segments help you categorize customers, personalize rewards and discounts, and gain real-time insights at checkout.
Customer segments help you categorize customers, personalize rewards and discounts, and gain real-time insights at checkout. Unlike customer groups, which are compiled and maintained manually, customer segments are automated based on customizable criteria like purchase history, shopping behavior, personal attributes, and more. Segments can also be used for targeted marketing campaigns.
Get the full benefit of customer segments
Schedule a demo to learn about optional add-on features that can help you further leverage customer segments and drive repeat business, such as email campaigns and loyalty program enhancements.
Things to know
- Segments are not location-specific. Any segment you create will appear in all locations within your LSP.
- The user permissions View Segments and Edit Segments are required to access these features.
- Customers who qualify for a segment based on personal attributes or purchase events will be added to that segment typically within minutes. For example, if a new customer's age qualifies them for your "senior" segment, they'll be added to that segment right away so they can use any associated discounts on their first purchase.
- Customers who qualify for a segment based on their actions or predictive analytics will be added to that segment on a nightly basis. For example, if a customer makes a purchase that qualifies them for a segment, they won't be added to that segment until the following day.
Default customer segments
There are several pre-configured customer segments, including:
- Win back/dormant shopper
- Out of state customer
- High AOV
- Upcoming birthday
- Big spender
- New customers
- Med ID expires soon
- Most commonly bought: Flower
- Most commonly bought: Edibles
- Most commonly bought: Concentrates
These segments are inactive by default. To activate these segments:
- In the Backoffice, go to Customers > Segments.
- Check the Show inactive segments box, if it's not already checked.
- Click the three dots ... next to an inactive segment and select Activate. Once activated, a segment's audience will refresh every 24 hours.
- To deactivate a segment, click the three dots ... next to an active segment and select Deactivate.
The Shows in Register column in the Segments table indicates which segments appear in the Customer insights section in the cart. This section shows up to 10 applicable segments for each customer, including both default segments and your own customized segments.
See Customize segment badges below for more information about how segments appear in the Register.
Create your own customer segments
When you create a new segment, Dutchie runs a query for qualifying customers and automatically adds them to the segment. These custom segments do not appear in the cart.
To create a segment:
- In Dutchie Backoffice, go to Customers > Segments.
- Click Create Segment and enter a descriptive Name for your segment.
- In the Add customers who meet the following conditions section, set the parameters that define your segment (e.g., customers with a last purchase date over 30 days ago for a "Win-Back" campaign).
- Click Save to create the segment.
Segment criteria
You can build segments based on any combination of the following criteria. Select AND or OR and then click Add rule to add and combine more criteria as needed.
Dollar amounts refer to total net spend after discounts and before taxes.
Attributes of someone
| Attribute | Options |
| Is out of state customer | Is; true, false |
| Has email address | Is; true, false |
| Is Pay By Bank user |
Is; true, false This attribute appears if at least one location in your LSP accepts Pay by Bank. |
| State | Is, Is not; select state/province |
| Birthday |
On, after, before, between; enter date or date range In the last, in the next; enter number of days |
| Birthday month | Is in, is not in; select month |
| Age | Exactly, more than, less than, between; enter number of years or range of years |
| Gender | Is in, is not in; select gender(s) |
| Medical expiration date |
On, after, before, between; enter date or date range In the last, in the next; enter number of days Note: "In the next x days" will also include customers whose medical IDs are already expired. |
| Most shopped location | Is in, is not in; select location(s) |
| Customer type | Is in, is not in; select customer type(s) |
| Zip code | Is, Is not; enter zip code |
| Customer group | Is in, is not in; select customer group(s) |
| Loyalty tier | Is in, is not in; select loyalty tier(s) |
| Loyalty point balance | Exactly, more than, less than, between; enter a number or range of points |
| Is loyalty member | Is; true, false |
| Loyalty opt-in source | Is in, is not in; select from available loyalty sources, e.g., POS, Ecomm, Hub. |
| Loyalty opt-in date | On, after, before, between, in the last, before number of days ago; enter date, date range, or number of days |
| Last loyalty opt-in anniversary | On, after, before, between, in the last, before number of days ago; enter date, date range, or number of days |
| Next loyalty opt-in anniversary | On, after, before, between, in the last, in the next; enter date, date range, or number of days |
| Has phone number | Is; true, false |
| Has opted in for email marketing | Is; true, false |
| Email opt-in last modified date | On, after, before, between, in the last, before number of days ago; enter date, date range, or number of days |
| Has opted in for SMS marketing | Is; true, false |
| SMS opt-in last modified date | On, after, before, between, in the last, before number of days ago; enter date, date range, or number of days |
| Has opted in for Push notifications | Is; true, false |
| Push opt-in last modified date | On, after, before, between, in the last, before number of days ago; enter date, date range, or number of days |
| Is mobile app user | Is; true, false |
| Most used device type | Is in, is not in; select device type(s), e.g., Android, Chrome OS, iOS, Linux, Macintosh, (Dutchie) Mobile App, Windows |
| Email domain |
Is, is not: includes or excludes the exact domain you enter. Examples:
Like, not like: includes or excludes domains that contain the text you enter. Examples:
|
What someone has or has not done
| Attribute | Options |
| Last purchase location | Is in, is not in; select location(s) |
| First purchase date | On, after, before, between, in the last, before number of days ago; enter date, date range, or number of days |
| Last purchase date | On, after, before, between, in the last, before number of days ago; enter date, date range, or number of days |
| Last mobile login date | On, after, before, between, in the last, before number of days ago; enter date, date range, or number of days |
| Last mobile sale date | On, after, before, between, in the last, before number of days ago; enter date, date range, or number of days |
| Total discounts used | Exactly, more than, less than, between; enter the number of discounts and select a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) |
| Customer total spending percentile |
Top, bottom; enter a percentile and select a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) Example: You want to send an email about a special to customers who are in the top 40% of customer spend at your store. |
| Customer average spending percentile | Top, bottom; enter a percentile and select a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) |
| Total spend |
Exactly, more than, less than, between; enter a dollar amount and select a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) Example: You want to send an email that includes a special for customers who have spent more than $200 at your store in the past 90 days. |
| Average spend | Exactly, more than, less than, between; enter a dollar amount and select a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) |
| Average days between purchases | Exactly, more than, less than, between; enter a number or range of days and select a time frame (past 3 months, past 6 months, past 9 months, past year) |
| Total locations shopped |
Target customers based on the number of locations they've purchased from. Exactly, more than, less than, between; enter a number or range |
| Total categories shopped |
Target customers based on the number of categories they've purchased from. Exactly, more than, less than, between; enter a number or range |
| Total brands shopped |
Target customers based on the number of brands they've purchased from. Exactly, more than, less than, between; enter a number or range |
| Has purchased from device | Is in, is not in; select device type(s), e.g., Android, Chrome OS, iOS, Linux, Macintosh, (Dutchie) Mobile App, Windows |
| Average discount percentage |
Exactly, more than, less than, between; enter a percentage or range and select a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) Average discount percentage measures the average size of discounts across all of a customer's orders. |
| Promotional purchase rate |
Exactly, more than, less than, between; enter a percentage or range and select a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) Promotional purchase rate is the percentage of a customer's orders that included a discount. |
| Has attended event | Is in, is not in; select an event. |
| Total push notifications sent | Exactly, more than, less than, between; enter a quantity or range |
| Total push notifications opened | Exactly, more than, less than, between; enter a quantity or range |
| Push notification engagement rate | Exactly, more than, less than, between; enter a percentage or range |
| Total emails delivered | Exactly, more than, less than, between; enter a quantity or range |
| Total emails opened | Exactly, more than, less than, between; enter a quantity or range |
| Total emails clicked | Exactly, more than, less than, between; enter a quantity or range |
| Email engagement rate | Exactly, more than, less than, between; enter a percentage or range |
| Most frequent order type | Is in, is not in; select order type(s) |
| Total SMS delivered | Exactly, more than, less than, between; enter a quantity or range |
| Total SMS clicked | Exactly, more than, less than, between; enter a quantity or range |
| Total SMS gate passed through | Exactly, more than, less than, between; enter a quantity or range |
| SMS engagement rate | Exactly, more than, less than, between; enter a percentage or range |
Predictive analytics
| Attribute | Options |
| Orders placed | Exactly, more than, less than, between; enter a number or range |
| Most commonly bought category | Is in, is not in; select product categories and a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) |
| Most commonly bought brands | Is in, is not in; select brand(s) and a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) |
| Is a prospect |
Is; true, false A customer is considered a prospect if their profile was created in the last month but they haven't yet made a purchase. |
| Days until loyalty points expire | Exactly, more than, less than, between; enter the number of days or range of days |
| Spend to next loyalty tier | Exactly, more than, less than, between; enter a dollar amount or range |
| Points to next loyalty tier | Exactly, more than, less than, between; enter a number or range |
| Has bought brands | Is in, is not in; select brand(s) and a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) |
| Has bought categories | Is in, is not in; select categories and a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) |
| Has bought tags | Is in, is not in; select product/inventory tags and a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) |
| Has bought with payment method | Is in, is not in; select one or more payment methods and a time frame (past week, past month, past 3 months, past 6 months, past 9 months, past year, lifetime) |
Purchase events
| Attribute | Options |
| Purchase completed | Select Times, Total (dollar amount) or Average (dollar amount) and an Operator – exactly, more than, at least, less than, at most, or between. Then select location(s) and a time period. |
| Purchased brand | Select Times, Total (dollar amount) or Average (dollar amount) and an Operator – exactly, more than, at least, less than, at most, or between. Then select brand(s) and a time period. |
| Purchased product | Select Times, Total (dollar amount) or Average (dollar amount) and an Operator – exactly, more than, at least, less than, at most, or between. Then select product(s) and select a time period. |
| Purchased category | Select Times, Total (dollar amount) or Average (dollar amount) and an Operator – exactly, more than, at least, less than, at most, or between. Then select category/categories and a time period. |
| Discount used | Select Times, Total (dollar amount) or Average (dollar amount) and an Operator – exactly, more than, at least, less than, at most, or between. Then select discount(s) and a time period. |
| Payment method used | Select Times, Total (dollar amount) or Average (dollar amount) and an Operator – exactly, more than, at least, less than, at most, or between. Then select payment method(s) and a time period. |
Example segments
Here are some ideas to get started with your own custom segments:
Seniors
Benefits: Target any customer above the age of 55 with campaigns, discounts, or loyalty.
Locals
Benefits: Target customers that reside in surrounding zip codes with campaigns, discounts, or loyalty.
Win back first-time shopper
Benefits: Target customers who processed their first transaction before a specified date to win back their business and loyalty.
Discount lover
Benefits: Target customers that use discounts regularly at your dispensary.
Customer spend segments
Benefits: Target customer that have spent a certain dollar amount in a threshold of time.
Use segment
Click Use segment to design a campaign for customers in that segment.
View segment details and analytics
From Customers > Segments, select a segment to view more information or make changes:
- The Overview tab shows key analytics about the segment, including AOV, average number of items per cart, number of transactions, and total spend. The Segment demographics section provides more detail such as age group, location shopped, types of products purchased, and more.
- The Audience tab provides a list of all customers who currently meet the segment's conditions. This automatically refreshes every 24 hours.
- The Segment details tab shows how the segment is configured and the conditions required. This is where you can edit your custom segments.
- The Associated discounts tab shows any discounts that use this segment as a condition.
Customize segment badges
The segments that a customer belongs to are displayed in the Customer insights section in the guest list and cart as customizable "badges":
To customize your segment badges:
- In the Backoffice, go to Customers > Segments, select a segment, then select the Customize badge tab.
- Enter a Badge name (i.e., a shortened version of the segment name, if necessary).
- Choose whether to Display in register.
- And assign a Badge color and Iconography.
- Click Save.
- Click Adjust badge priority in Configure, or go to Customers > Configure > Badge priority, click and drag to arrange badges in priority order. For example, if a customer is in 12 different segments that are all configured to display in the Register, the 10 highest-priority segment badges will appear in their insights. If a customer is in 10 or fewer segments that are configured to display in the Register, all of their segments will appear.
What's next?
- Create discounts for specific customer segments
- Build campaigns, segments, and discounts with Dutchie POS Loyalty and Marketing