How to create and use Segments

Zenchef's segmentation feature allows you to categorize your customers based on various criteria, enabling you to execute targeted and strategic marketing campaigns. This article will explain how to create and use segments, whether they are predefined or custom, to transform your communication strategy with your customers.

What is a Segment?

A segment is a group of customers classified according to specific rules. This classification enables more effective targeting of your communications. Zenchef offers three default segments, but you can also create custom segments tailored to your needs.

Default Segments

By default, Zenchef offers three segments that you can use right from the start

1. Only 1 Reservation

   • Customers who have consented to receive email communications and have made only one reservation.

2. Newsletter Subscribers

   • All customers who have consented to receive email communications.

3. Great Reviewers

   • Customers who have consented to receive email communications and have an average review rating of 4 or higher.

Types of Segments

Dynamic Segment

Automatically updates to include new customers who meet the segment criteria in the future.

Static Segment

Includes customers who meet the criteria at the time of creation and does not change over time.

How to create a custom segment

Step 1: Access the Segments Page

1. Navigate to Zenchef, then go to Guests > Marketing > Segments.

Step 2: Add a Segment

2. Click on "Create a segment."
3. Name your segment.
4. Choose the segment type: Dynamic or Static.

Step 3: Define Segment Rules

5. Add rules to determine the criteria for inclusion in the segment. You will get a preview of the members belonging to the segment.
6. Click "Save."

Examples of creating custom segments

Here are some examples of how to use rules to customize your segments and better tailor your communications with your customers:

Example 1: Promoting a New Vegan Menu

1. Create a rule: Customers who have opted in to receive email communications.

2. Add a rule: Customer tag contains "Vegan" or "Vegetarian."

   Customers who accept email communications and have a vegan or vegetarian tag will be included in this segment.

Example 2: Re-engaging Inactive Customers in 2023

1. Create a rule: Customers who have opted in to receive email communications.

2. Add a rule: Number of reservations greater than 2.

3. Add a rule: Last reservation date before 1/01/2023.

   Customers who have made more than two reservations but haven't booked in the past year will be included in this segment.

Combining Rules with the "AND" Condition

Example:

• Objective: Target customers who have made more than two reservations but haven't booked in the last year.
• Combination: Use the "AND" condition to combine these rules and create a precise segment. Customers included in the segment meet both rules.

Multi-Venue Segmentation

• If your group of restaurants has activated the Customer File Sharing feature, you can segment customers across all establishments.

"OR" Condition

• Usage: Include customers who have visited at least one venue in the group.
• Example: Create a rule for customers who have made a reservation at either 'Alba' or 'Zen Bistrot.'

"AND" Condition

• Usage: Target customers who have booked at multiple specific venues.
• Example: Create rules for 'Alba' and 'Zen Bistrot,' and include only customers who meet both criteria.

Export and Use Your Segments

Once your segment is created, you can send them an email or SMS campaign. Additionally, you can export the segment. With segments, you can personalize your communications and improve customer engagement. Whether you want to re-engage former customers, promote a new menu, or target specific groups, segments are here to help.