Perfect customer outreach, redefined with audience filters

Brands are in constant iteration to retain/engage consumers and hence run various marketing campaigns. The marketing campaigns generally incentivize consumers. According to studies, the winning strategy for any brand is to target the right audience with resonating marketing campaigns.

The primary question arises, how do brands identify the right set of audience? Identifying the target audience is an intimidating task considering the number of customers and their retail footprint. Capillary has strived to address the problem by designing multi-level advanced filters that maximizes a brand’s outreach.

We will study the Capillary’s filters and how filters can be leveraged to hone in on the right set of customers. You will appreciate the intuitively designed filters that overcome predominant hurdles like lack of clarity or order.

Capillary audience filters — a primer

Marketers face many challenges when trying to target the right set of customers. There is no dearth of information and modern times has fostered an abundance of information. However, the surplus of information means an overhead to manage them better.

The most obvious problem is managing customers with multiple identities. A customer may be associated with several identifiers and marketers have to ensure that they have the latest data. To add to the problem, customers may change their accounts or alter their preferences.

Capillary’s filters provide the winning edge to target customers based on their shopping behavior. Capillary’s filters are tailor-made to suit multiple circumstances and help to alleviate the typical issues marketers face, for instance, coming up with the right audience.

The Artificial Intelligence (AI) filters build mathematical models on historical data and use the model for future predictions.

Capillary’s AI powered filters are backed by Capillary’s Artificial Intelligence Retail Analytics (AIRA). Organizations can leverage AIRA to initiate and deploy AI models while using the initiated models to build a better audience list.

Capillary audience filters — types and uses

Capillary provides a host of filters based on several business requirements. The results of the filters can be used to create an ideal audience list who can be targeted with campaigns. Filters effectively help to mitigate the overhead of dealing with a large number of customers.

A typical use case of Capillary filters would be to consider a case when a fashion brand needs to promote its men’s apparel. In such cases, a gender filter would definitely be essential to target only men for the campaign.

Another widely prevalent use case would be to reward customers based on their average shopping amount. If a customer with a moderate average shopping amount is rewarded with a large waiver, it does not add value to a brand.

Capillary filters include instances as described in the following infographic along with some examples.

Conclusion

Customers who have leveraged Capillary filters report significant productivity gain and quote interesting numbers to support their claim. Recorded instances of enterprises achieving an increase in repeat sales by almost 30% are not uncommon. Personalized engagement was key to such achievements.

With filters helping to boost return on investment (RoI), several companies have reported a multi-scale improvement (almost upto 57x). With a boost in incremental sales almost doubling for some customers, Capillary filters have proved their merit.