To understand segmentation, let’s consider the following example.
To achieve granular differentiation between different users and personalize the platform’s content accordingly, the Virto Commerce ecommerce platform uses user group attributes.
A user group is an abstract entity that links a customer (or a group of customers) with personal products, prices, promotions, landing pages, and dynamic content. The primary purpose for introducing user groups is the personalization of ecommerce data for each customer.
User groups can be created and managed within the Virto Commerce system and integrated with third-party business software for efficient customer segmentation through APIs.
The user group segmentation is achieved through the application of relevant tags: by tagging products and price lists and assigning those tags to customers, you’ll ensure the customers can only access those products and prices that are relevant to their contracts.
You may want to watch our webinar on user groups for customer personalization in Virto Commerce to see the hands-on example of assigning different tags to customers and how this affects what your customers see when they log into their accounts on your ecommerce platform:
The tags can also be imported and exported from the external system (ERP, CMS) through APIs to work across the whole ecosystem and automatically apply to the correct entities with their respective contractual obligations.
In summary, segmentation (which can be implemented differently by different ecommerce solutions) achieves the following purposes:
- Distribution of personalized content, including account-based pricing and catalogs