Speaking to buyers and sellers differently, and making marketing 35% more efficient

The situation

A marketplace has two kinds of customers who want different things. Buyers want great finds at a fair price. Sellers want their items sold quickly and for a good return.

The problem

Marketing was working hard, but broad messages to everyone are a blunt tool. A loyal buyer who shops every week and a one-time visitor need very different messages, and the same goes for a seller with a full wardrobe to sell and one with a single item.

What we did

The team grouped buyers and sellers by what they actually did: how often they came, what they bought or listed and how much they spent. Each group got a short, plain description, such as "regular high spenders" or "occasional browsers". These groups were put into dashboards that the marketing team could use directly.

Marketing could then design messages and offers for each group, rather than guessing at what the average customer wanted.

The outcome

Marketing efficiency improved by 35%. The same effort produced more results because it reached people with something relevant to them.

What it meant for the business

Messages and offers went to the customers they suited, and the marketing team had a clear picture of who their customers were.

Could this work for you?

You don't need heavy technology to start. Even grouping customers by how recently and how often they buy can show where your messages are missing the mark.