Creating Customer Groups in Shopify for Marketing Purposes

Shopify

There comes a point in time when every growing business has to start thinking about specific groups of customers that make up the foundation of the company’s customer base. Identifying those customers makes it possible for the business to market specifically to them through loyalty programs, special offers, and so on. In this post, we will explain how you can use the Shopify admin module to filter customers and create groups according to the results.

Bear in mind that creating customer groups is not just a mechanism of convenience. As your business grows and expands, identifying select groups of customers will be essential to maintaining a proper marketing strategy. Learning how to create customer groups now will make the task of selecting specific groups easier in the future.

Filter Your Customers First

Before you can create customer groups, you need to filter customer data according to some criteria. This is no different than filtering data in a database to find targeted information. In Shopify, filtering customers is fairly straightforward. Go to your admin panel and then choose ‘Customers’ to open the designated customer panel.

Make sure you are working in the ‘All Customers‘ tab, then click on ‘Filter‘. You will be presented with a box that includes a filter drop down menu from which you can choose your desired criteria. You also have the ability to add additional filters simply by clicking on the ‘Add Filter’ button at the bottom.

The built-in filters included in Shopify are:

  • money spent
  • number of orders
  • order placement date
  • account creation date
  • marketing acceptance
  • date an order was abandoned
  • account status
  • tags
  • country location.

Each of your chosen filters will show up in a small box before you actually begin your search. You can delete any you decide you don’t want simply by clicking the ‘x’ to the right side.

Save the Results as Customer Groups

Running filters on your customer data lets you generate collections of customers that can be saved as groups. Saving is as simple as clicking ‘Save this search’ after you apply your chosen filters. You will be prompted to enter a customer group name and then choose to either save it as a new group or overwrite an existing group.

One thing you should be aware of is that groups will change based on the filter criteria used. According to the official Shopify documentation, the software automatically tracks customers and either adds them to, or subtracts them from, groups based on whether they match the relevant criteria or not.

Once you have your customer groups created, you can use other tools within Shopify to market to them. Perhaps you might want to offer one group a month-long discount on certain kinds of products you know they are likely to buy. Another group might be in line for a special loyalty reward. You can use your groups in whatever way is best for your business.

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