Marketing · Customer segmentation
How to understand who your retail customers really are
To understand your retail customers, group them by what they actually buy, how often they shop and what they’re worth, then track how each group changes over time. 11Ants builds these segments from your loyalty and transaction data. Ask Ant who your best customers are, and it shows what they buy, how they’re trending and where you’re losing them.
THE CHALLENGE
Why is loyalty data so underused?
Most retailers collect years of loyalty data, but turning it into usable segments needs a data scientist and a bespoke project. By the time the segments are built, they’re already out of date.
So campaigns are often targeted on demographics or gut feel rather than real purchase behavior.
THE SOLUTION
How does 11Ants build customer segments?
Ant answers questions about any customer group in plain English.
To build and track segments in depth, marketing teams use the Customer Scoring, Customer Segment Builder, Micro Segment Builder, Customer Segment Trends and Profiles, Profiles and Customer Geo modules.
Score every customer
Customer Scoring ranks loyalty members by value, frequency and recency.
Build segments from behavior
Customer Segment Builder and Micro Segment Builder group customers by what and how they buy.
Profile each segment
Customer Segment Trends and Profiles shows what each segment buys and how it’s changing.
Ask Ant about any segment
Ask in plain English, for example “where are we losing share with our best customers?”
EXAMPLE QUESTION TO ASK ANT
QUESTION
Where are we losing share with our best customers?
WHAT ANT RETURNS
[Insert a real Ant answer from demo data: the high-value segment, the categories where its spend is falling, and suggested actions.]
See Ant profile a customer segment
Demonstration data; brand names are illustrative.
What results do marketing teams see?
CASE STUDY
Green Cross Health, New Zealand: 1.5 million loyalty customers, segmented in seconds.
Green Cross Health, which represents more than 350 pharmacies, had all its data in 11Ants within 48 hours and can now segment and export its full loyalty base in seconds.
Now we can access the necessary information within a minute, freeing up time to discover new insights.
Nena Veselinović
Business & Data Analyst, IDEA
Jobs that took the whole day now only take a few minutes and a few clicks in 11Ants.
Luka Jalšovec
BI Project Manager, Mercator
Customer segmentation FAQ
What is RFM segmentation?
RFM segmentation groups customers by recency (how recently they shopped), frequency (how often) and monetary value (how much they spend). It’s a simple, reliable way to find your most valuable and most at-risk customers.
How often are segments updated?
11Ants refreshes data daily, so segments and customer scores stay current rather than being rebuilt once a year.
Can I see where customers live?
Yes. The Customer Geo module maps customer behavior by location, so you can see catchments and where customers are shopping.
