First Order: Product Name
Definition:
First Order: Product Name
Using the First Order: Product Name attribute
This attribute provides a great identifier if you need to analyze out what specific products your customers have purchased in their first order. These insights can be useful in a number of situations, but a common use case is to identify products that have the best chance of acquiring new customers.
To identify your most popular first purchase products in the Hub, navigate to Understand > Segment. In the EXPLORE ATTRIBUTES section of Segment search for, and open, the First Order: Product Name attribute. If you would like to learn more about the Explore Attributes feature, read our Explore Attribute Results article.
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Once open, you will see a breakdown of the products that are most commonly purchased in a customer's first order.
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Note: "Other" contains the items that have a smaller percentage of sales (the products that fall out of the top 10 usually).
I've identified the products I want to focus on, what now?
You can then use the audience of the most popular item, in our example the "Logan Heattec® Tee", in the Hub.
Simply add the First Order: Product Name attribute to the PROFILES MUST HAVE ALL OF THESE section of the Segment Builder. You can also add a date range to the audience if you would prefer to ensure you are using the most up to date profiles for any marketing activations you decide to run, I have included an order date range of 12 months to the example below.
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Now that you have a basic audience you can save this by clicking SAVE AS NEW SEGMENT in the bottom left of the Segment Builder.
Compare your first and second-time buyers
This attribute is great to use in comparisons as well. For example, you can compare First Order: Product Name with Second Order: Product Name to gather insights into your 2x buyers and find out which hero products you can market to your 1x buyers for your growth strategies.
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To find out more about how to create segments, see our articles here.
And to find out more about Compare, see our articles here.