Airsign Drives Growth with Customer Insights from Shopify (2022)
Sustainable product designer Joey Guerra and brand-obsessed Alex Dashefsky ventured to rethink an appliance that is part of every home: the vacuum cleaner.
They took a clean slate in everything from product design, marketing and execution before launching their future vacuum company Air sign in 2022. Airsign offers comprehensive and powerful cleaning of homes everywhere without compromising on environmental friendliness or aesthetics.
Airsign knew there was a gap in the market for this product, but they needed to build a sustainable business model. In order to be competitive in the home appliances category, they need to find the right audience and grow their list of loyal customers.
Through consumer surveys, Airsign has created three personas of high-value customers: design-oriented customers in big cities, millennials moving to the suburbs, and an older audience that misses the high-end tech of the past. Once the team knows what audience they want to reach, it’s time to figure out how to reach them.
Previously, Airsign used paid advertising to target specific groups on Facebook and Google. But with stricter privacy laws and iOS data tracking restrictions, paid advertising has become more expensive with less return.
Finding ways to collect and use the zero-party data that customers willingly share with brands, as well as the first-party data that brands collect directly from customers, will now be critical to Airsign’s success in engaging audiences and finding customers.
Airsign recognized how important it would be to centralize its data in one place. Her addresses and other customer information were in Shopify, customer demographics such as interests were stored in Facebook and Google, and the post-purchase survey was in another tool. Since most of their customer data, including sales data, was in Shopify, they first tried to connect all of their data before using it.
Airsign began to be used customer segmentation in Shopify to learn about your customers and take action. With the diminishing returns on paid advertising spend, they began using email and SMS marketing to reach out to existing customers and subscribers.
One of the key groups that Airsign targeted through segmentation was customers who purchased the product at launch but did not have the option to subscribe to its AirBags or HEPA filters, as those subscriptions were only available three months later. The team was able to easily create a segment in Shopify for customers who purchased a product prior to the launch of the subscription program, and then target that specific group with a discount to sign up for the subscription.
“We identified a segment on Shopify, created a discount for that specific segment, talked to them in a way that was very personalized to their needs, and we saw about 30% of those people convert.” – Aleksey Dashefsky
Another important piece of information the team gained from segmenting their audience was determining the best place to implement. When Airsign launched, it chose Chicago as its central hub for shipping orders to both coasts. Alex created segments for his customers on the coasts, the South, and the Midwest, and over time saw the most expensive shipping regions grow in size as more customers automatically joined those segments. This meant that the company was paying more to deliver to higher priced areas.
Airsign discovered the idea three months into business and quickly moved to a bi-coastal fulfillment model. Since then, shipping costs have dropped by 25%.
Airsign prides itself on not raising prices since launch, which is in part due to insights gained through tools like Shopify’s customer segmentation. Lower shipping costs have helped to offer customers better quality products at an affordable price.
As it matures, Airsign plans to use more personalized messaging for different customer groups. Targeting specific segments with offers and content tailored to their interests is an important part of Airsign’s strategy to maintain long-term engagement with valuable customers.
Air sign is offering an exclusive $225 price on their vacuum to Shopify readers via discount code – SHOPIFY.
https://www.shopify.com/blog/segmentation-airsign Airsign Drives Growth with Customer Insights from Shopify (2022)