Hi Aaron Dungca
It does depend a bit on the client we’re working with. If they have CDP/Advanced Analytics, we definitely would use RFM based segments.
Kind of the standard would be to create some of the segments here based on the specific data for a merchant.
Our typical approach is to segment these pieces based on the merchant - ie. we work with a large bedding retailer which is all about recent activity on the site vs. a brand selling coffee beans which will see customers ordering weekly. But we would always look recent activity, purchased X but not Y (ie. cross-sell opportunity), higher AOV customers than average, signed up but hasn’t made a purchase yet (ie. has gone through welcome series but still not converted).
Hopefully that helps - to answer question number 4 - yes - being able to easily retarget customer segments on the actual store would be huge. We currently build some of these and feed this upwards to top of funnel, create custom profile properties --> Customer Metafields for on-site personalisation or if CDP enabled, we use the Group Membership API
