Behavioral customer segments for Packhelp

To enhance our marketing efforts and improve customer engagement, we recognized the need to establish behavioral customer segments. This initiative aimed to better understand our diverse customer base, tailor our offerings, and create targeted marketing campaigns. 

The Goals

1. Identify behavioral customer segments to improve engagement and conversion rates.

2. Enhance product offerings by aligning them with the specific needs of each customer group.

3. Test the effectiveness of segmentation through dedicated marketing campaigns, including paid ads, dedicated landing pages, and email marketing.

About the project 

We began with extensive market research, using surveys, customer feedback, and internal user data to gather insights into our customer base. This research helped us identify key characteristics and behavioral patterns that define different segments.

Next, we organized a three-day workshop with a cross-functional team to validate our research hypotheses and group various user types into segments. During these sessions, we identified client examples within each segment, discussed potential product enhancements, and brainstormed messaging ideas.

After defining clear customer segments, we moved into a testing phase. We launched extensive marketing campaigns—including video ads, social paid ads, dedicated landing pages, and email marketing—to validate the effectiveness of our segmentation. We focused initially on the three most “profitable” segments (largest share of sales) for Packhelp, localizing each campaign for key demographics in Poland, Germany, France, and Spain.