ShopFluency is a “personas” company that helps you create detailed personas of your customers. They provide data-enrichment that helps you identify your best customers, and find more detailed data points about those customers, thus enabling you to create better lookalike audiences with that data.
ShopFluency appends first-party customer and household data (from data centers like Experian) onto consumer database information in order to help brands understand where your best customers are coming from. Then they feed that into their Machine Learning model which breaks up these customers into multiple persona’s/demographics. Once you’ve identified these different personas, you’ll be able to focus on your higher Return on Ad Spend (ROAS) customers, and you can adjust messaging to those segments and improve conversion rate.
Personas can improve your targeting and messaging dramatically, decreasing your cost per acquisition by up to 30%.
ShopFluency helps brands create personas across product categories, across value, across geography, and across time - as the audience profile or product lines change.
Once your data is enriched, ShopFluency can push it to Facebook, Google, your email service provider, or your data warehouse/business intelligence platform for you to use across multiple campaigns.
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
If you just want data enrichment, there are a ton of tools that will charge you a cost per record/customer and help enrich your data.
ShopFluency enriches your data, then uses their own technology to “persona-ize” your customer list, which helps you build hyper-focused and better returning lookalike audiences that guide your creative team on messaging and content strategy.
ShopFluency is all about improving Return on Ad Spend (ROAS), but they will also help you lower your Cost per Acquisition (CPA), improve your brand voice (by providing clarity on your target personas), increase Lifetime Value (LTV), and improve many other metrics associated with having a better understanding of your audience, and applying that across your marketing and advertising channels.
ShopFluency can be purchased by your Director of Marketing or Chief Marketing Officer, but the management of the tool will likely be mostly through your media buyer/agency, and your creative team.
It only takes a few minutes to plug in your store and have them enrich your data, and from there they will analyze your results (a real person studies your data for 1-2 hours) and then present to you in a 1 hour report. Once you’ve gone through the information you want to take their analyses and improve targeting and messaging, which can take a day to a couple of weeks to make these minor pivots. You will likely give them access to your ad account and email service provider so that they can help you.
For larger brands, the ShopFluency team will get into your ad account on a regular basis, with your media buyer, and help you better improve targeting and creative with their data and analyses.
ShopFluency can work for any brand advertising on Facebook and/or Google, but it will be more valuable for larger advertisers, and companies with larger customer lists.
If you have under 10,000 customers, you can use their platform for free to push custom audiences to Facebook and Instagram. Now, for free, you don’t get the data enrichment back to you, meaning you don’t get to know the individual customers' individual traits. You have to pay for that (as well you should).
As your database grows, you’ll absolutely want the additional value of enriching each customer profile in your own email service provider, data warehouse, or other backend system, and you’ll want to push this data to multiple different platforms.