Data can be immensely useful. It can empower your decision making, change your course of action or offer insight into a better way forward.
But if data is inaccurate, disorganized, or simply set up to be overwhelming, it can be distracting or even set you up for failure.
So where do you start with data?
As Shopify continues to develop features for enterprise ecommerce, like selling in multiple currencies, many larger merchants are combining the plug-and-play versatility of Shopify Plus with Segment's dynamic approach to customer data.
This is especially true for stores with personalised online experiences, DTC brands and products by subscription. Why? Because each of these businesses are looking to automate the customer journey as much as possible.
Last week at Shopify Unite, we learned a lot. But one thing we kept noticing was how often Segment came up in discussions with Shopify partners. With that said, we wanted to take a look at some of Littledata's customers using Shopify and Segment together to supercharge growth.
What is Segment?
Segment is a streamlined way to clean, collect, push and pull customer data. The company has raised over $280 million and it continues to grow especially fast in the commerce vertical.
Their Customer Data Infrastructure (CDI) is built around connections, protocols and personas (single user views), and the platform organizes connections in terms of sources and destinations.
In other words, you can think about Segment as a single API for all of your customer data.
Try the only recommended Shopify app for Segment
You probably know by now that Segment is used by major ecommerce brands like Trunk Club, which famously uses Segment to help deliver personalised style recommendations. Such advanced benefits are increasingly available to everyone.
As Shopify continues to push features for enterprise ecommerce, you don't have to be front-page news to take advantage of Segment's functionality.
So which mid-sized and larger brands are using Segment together with Shopify?
7 merchants using Shopify and Segment together
While some of these brands use the Shopify app to push data from Shopify to Segment for ecommerce reporting (with tools like Mixpanel and Amplitude), some are more focused on using data for hyper-targeted marketing automation. Others are combining these approaches for a complete, custom experience and fixed Shopify reporting.
Nuun was the first company to separate electrolyte replacement from carbohydrates. The result? A healthy, hydrating beverage without all of the extra sugar and additives.
Nuun started ten years ago and has continued to expand to offer a variety of products for hydration and healthy living. The products are now sold in over 5,000 outlets in the USA and available in over 30 countries.
We love Nuun's website because it offers subscriptions, which makes it easy to subscribe to the hydration products you rely on for sport or everyday life.
Unicorn Rides is the fastest transportation method within 1 mile and costs a fraction of popular scooter rental startups like Bird, Spin and Jump.
Remote access (and automatic unlocking) through users' mobile phones is a feature that sets Unicorn apart from competing scooter companies. Users can also build "lists" made up of family and friends that can share their scooter.
Unicorn scooters are currently available at a discounted rate of $549 for a one-time purchase.
ROMWOD stands for Range of Motion Workout of the Day. It's a Crossfit organisation with thousands of Crossfit athletes integrating its daily workouts with their own routines.
ROMWOD sells apparel such as mens's and women's shirts, tanks and hoodies, as well as workout mats and other Crossfit-related accessories.
While the company sells its workout routines on a monthly subscription ($13.95/month), its online shop is mainly built for one-off purchases.
Kin is an adult beverage company selling two primary products (Kin Spritz and High Rhode).
These drinks — coined "euphorics" — were created by Kin to help adults "open the mind, calm the body and connect the spirit".
A 4-pack of Kin Spritz currently sells at $27, non-subscription.
Cellucor sells industry-leading powder mixes, including pre-workout, post-workout and products categorized by goal such as weight loss, muscle gain and sports performance.
Following their "Wherever your workout takes you" mantra, Cellucor products are meant for both on-the-go and at-home. The company offers hundreds of products, including the powders themselves, products sorted by ingredients (creatine, amino acids, etc.) and apparel for both men and women.
Cellucor's cart is built on a tiered discount system — the more the user adds to their cart, the better their discount is upon checkout. The tiers include free shipping (orders of $50 or more), a 15% discount and a 20% discount on their entire order.
Founded in 2003, Rooster Teeth is a "pioneering media and entertainment company responsible for some of the biggest online series in history", including the award-winning web series, Red vs. Blue.
The company also produces the well-acclaimed animated series RWBY, which is the first western anime series to be distributed in Japan.
With over 45 million subscribers on its YouTube Network and 5 million unique monthly visitors to its RoosterTeeth.com hub, the company's online retail activity has skyrocketed — Rooster Teeth sells popular apparel, accessories, brand collections, drinkware, branded electronics and even home toys.
7. BH Cosmetics
BH Cosmetics is an innovative beauty brand committed to selling cosmetics that are cruelty-free, vegan-based, rigorously-tested and affordably-priced.
While the company does not offer a subscription option, they do have an affiliate program where they offer an 8% kickback for referral purchases.
Are you harnessing the full power of your Shopify store?
This frees you to connect that data to hundreds of Segment destinations like Google Analytics, Mixpanel, Salesforce and Hubspot.
Later this year, we'll be diving into some case studies about how Shopify Plus merchants are using Shopify and Segment together to implement personalised shopping experiences.
If you want to be considered, just head to the app store and download our Segment app for Shopify, then give us a shout.
We're here to help you reach the right customers at the right time, so you have more time for the little things in life.
Like riding your bike (or your Unicorn scooter).