Second Order: Product Category
Definition:
Second Order: Product Category
How to use the Second Order: Product Category attribute
The Second Order: Product Category attribute is handy to use when you want to gain insights into your 2x buyers. These insights are important because if you're looking to grow your 1x buyer customer base, then featuring hero products in your messaging to them is crucial.
To gather the information you need, head over to the Segment Builder and then add the following out-of-the-box segment to the PROFILES MUST HAVE ALL OF THESE section of the builder: Two Order Customers. Hit Search.
Now, to find out what categories these customers are purchasing from when making a second order!
To do this, move to the right of the Segment Builder and then filter by Second Order: Product Category. You can click on this attribute to see a breakdown.
From the breakdown you can see that the three most purchased product types by your 2x buyers are:
- Tees
- Denim
- Accessories
Which means that when you put together your creative for your 1x buyer conversion campaigns, you might want to feature products from these categories.
You can get even more granular and do an attribute comparison as well. Staying on the same screen as the screenshot above, navigate to the Comparison tab.
And add the following attribute to the comparison: First Order: Product Category.
Your results will then show you a detailed breakdown of what your customers bought in their first order, compared to their second order. For example:
- 21.1% of customers who bought tees in their first order, went on to buy tees in their second order.
- 22.9% of customers who bought denim in their first order, also went on to buy denim in their second order.
What this means is that you can really personalize your messaging to your customers. You could create a segment of customers who bought tees in their first order and send them an email campaign with your new season t-shirts, because you know these customers are likely to repurchase from the same product category.
To find out more about how to create segments, see our articles here.
To find out more about how to use Compare, see our articles here.