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E-commercesegmentation1 weekPlaceholder
Customer segmentation for a small Shopee fashion seller
Owner was sending the same promo voucher to every customer. We split the base into 4 groups and rewrote the campaign to match.
Client · Solo Shopee fashion seller, ~600 customers
A /
The problem
- Owner ran a monthly broadcast voucher to every past customer. Conversion was under 2% and reply rate was even lower.
- No clarity on which customers were one-off buyers versus genuine regulars. Big spenders treated the same as bargain hunters.
B /
The approach
- 01Pulled 18 months of Shopee order export into Python and built RFM features (recency, frequency, monetary value).
- 02Ran K-Means clustering, validated the 4-segment split with the owner against real customers she could name.
- 03Wrote a short playbook with one tailored message and offer per segment.
C /
What was delivered
- Excel file with every customer tagged into one of 4 segments
- 1-page playbook: which segment to message when and what voucher value to use
- Walkthrough call (45 minutes) covering how to redo this in 6 months
02Results
What changedafter.
- 4segments
VIP, Regular, One-off, At-risk
- 2.1x
voucher redemption rate on the next campaign vs previous month
- RM 0
spent on customers who hadn't responded in 12+ months (was being broadcast to all)
NoteFrom the desk
“Placeholder testimonial. Real quote landing soon as the first wave of cases wraps up.”
03More work
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