Second Last Order: Product Category

How to use the Second Last Order: Product Category attribute

The Second Last Order: Product Category attribute is a really handy attribute to use when you want to see what types of products your customers are buying in their second last orders, especially in the context of win-backs.

For example, if you build a win-back campaign segment, you can then see what types of products your customers are purchasing in their second-last order, before going on to purchase again and being "won-back". You can then use these insights to develop more targeted and personalized messaging for your win-back campaigns and strategies.

Firstly, you'll need to create a win-back campaign segment, and we have instructions for how to do so in our article here.

Now, add your win-back segment to the PROFILES MUST HAVE ALL OF THESE section of the Segment Builder and hit Search.

Move to the right of the page and under EXPLORE ATTRIBUTES filter by Second Last Order: Product Category. Click into this attribute to open up some analysis.

Navigate to the Comparison tab and then add Last Order: Product Category to the comparison. You'll then be able to see what your customers purchased in their second last order, and then what they then went on to purchase in their last order when they were "won back".

For example, in the screenshot below you can see that 23% of customers in your win-back segment who purchased denim in their second last order, purchased denim again when they were "won back". You can then use this insight to inform how you market to your lapsed customers. For example, you could use denim as a hero product in your messaging if you want to target a group of lasped customers who have purchased denim in the past.

For more information on how to create segments, see our articles here.

And for more information on how to use Compare, see our articles here.