[
  {
    "id": "high-value-cart-category-affinity",
    "name": "High-value cart abandoners with category affinity",
    "objective": "Recover high-value buying intent with more relevant product/category messaging than a generic cart reminder.",
    "definition": "Customers with recent cart or checkout activity, no purchase afterwards, high value or revenue signal, and category/product affinity.",
    "goal_terms": ["cart", "checkout", "abandon", "revenue", "high value", "value"],
    "when_to_use": [
      "Cart or checkout activity is tracked.",
      "Purchase conversion is tracked.",
      "Customer value or revenue signal is available.",
      "Product/category affinity can be inferred.",
      "A basic cart journey already exists or would be too generic."
    ],
    "avoid_if": [
      "No consent or reachable email/SMS identifier is available.",
      "Cart contents or product/category context cannot be resolved.",
      "An existing cart scenario already handles value tier and category personalization well."
    ],
    "required_capabilities": ["cart_activity", "purchase_conversion", "customer_value", "category_affinity", "channel_consent"],
    "optional_capabilities": ["frequency_policy", "existing_cart_flow", "product_browsing"],
    "boost_when_capabilities": ["existing_cart_flow"],
    "requiredSignals": {
      "events": ["cart", "checkout", "purchase"],
      "properties": ["value", "category", "consent"]
    },
    "segment_logic": {
      "include": ["recent cart or checkout event", "no purchase after cart event", "high-value or revenue-tier customer", "category/product affinity available", "valid channel consent"],
      "exclude": ["recent conversion", "global suppression", "frequency-capped customers"],
      "notes": "Map cart, checkout, purchase, value, category, consent, and frequency fields to exact Bloomreach names before implementation."
    },
    "personalization_hooks": ["cart contents", "preferred category", "value tier", "product recommendation", "localized checkout URL"],
    "conversion_mechanism": "Avoid duplicating a generic cart flow; use value and affinity to make the reminder more relevant and economically focused.",
    "impact": "high",
    "effort": "medium",
    "risk": "Do not train high-value customers to abandon carts for discounts; lead with relevance first.",
    "recommended_scenario": "High-value cart recovery with category-personalized reminder and conversion re-check.",
    "measurement": ["recovered revenue", "conversion uplift", "margin impact", "unsubscribe rate"],
    "implementation_notes": ["Use holdout if audience size allows.", "Check purchase after every wait before sending another message."]
  },
  {
    "id": "cart-abandoners-high-intent",
    "name": "Recent high-intent cart abandoners",
    "objective": "Recover revenue from customers who reached cart or checkout and did not buy.",
    "definition": "Customers with cart/checkout activity in the last 1-3 days and no purchase afterwards.",
    "goal_terms": ["cart", "checkout", "abandon"],
    "when_to_use": ["Cart or checkout activity is tracked.", "Purchase conversion is tracked.", "No strong cart recovery journey exists yet."],
    "avoid_if": ["A stronger value/category-specific cart segment is supported.", "No consent or reachable identifier is available."],
    "required_capabilities": ["cart_activity", "purchase_conversion", "channel_consent"],
    "optional_capabilities": ["checkout_activity", "frequency_policy"],
    "penalize_when_capabilities": ["existing_cart_flow"],
    "requiredSignals": {
      "events": ["cart", "checkout", "purchase"],
      "properties": ["email", "consent"]
    },
    "segment_logic": {
      "include": ["recent cart or checkout event", "no purchase afterwards", "reachable identifier", "valid consent where required"],
      "exclude": ["recent conversion", "global suppression", "frequency-capped customers"],
      "notes": "Use as the baseline cart recovery case when no richer value/category opportunity is available."
    },
    "personalization_hooks": ["cart contents", "last viewed category", "product recommendation", "localized checkout URL"],
    "conversion_mechanism": "Reduce friction and bring the customer back to the exact buying moment.",
    "impact": "high",
    "effort": "medium",
    "risk": "Avoid automatic discounts that train customers to abandon carts.",
    "recommended_scenario": "Abandoned cart recovery with conversion re-check before each message.",
    "measurement": ["recovered revenue", "cart conversion rate", "unsubscribe rate"],
    "implementation_notes": ["Suppress customers who purchased after the cart event.", "Use exact cart and purchase timestamps."]
  },
  {
    "id": "category-browsers-no-cart",
    "name": "Repeated category browsers without cart",
    "objective": "Convert browsing intent before it becomes abandonment.",
    "definition": "Customers with repeated product/category views and no cart or purchase in the lookback window.",
    "goal_terms": ["browse", "category", "product", "intent"],
    "when_to_use": ["Product or category views are tracked.", "Cart and purchase events are tracked.", "Category affinity can be inferred."],
    "avoid_if": ["Only anonymous browsing exists with no reachable identifier.", "Catalog/category data is too stale to personalize safely."],
    "required_capabilities": ["product_browsing", "cart_activity", "purchase_conversion", "channel_consent"],
    "optional_capabilities": ["category_affinity", "recommendation_assets"],
    "requiredSignals": {
      "events": ["product", "view", "cart", "purchase"],
      "properties": ["email", "consent"]
    },
    "segment_logic": {
      "include": ["repeated product/category views", "no cart event in lookback window", "no purchase in lookback window", "valid consent"],
      "exclude": ["recent purchase", "global suppression", "frequency-capped customers"],
      "notes": "Use category-level messaging before offering discounts."
    },
    "personalization_hooks": ["favorite category", "best sellers", "new arrivals", "price range affinity"],
    "conversion_mechanism": "Turn implicit intent into a useful next step before discounting.",
    "impact": "medium",
    "effort": "medium",
    "risk": "Do not over-message low-intent anonymous browsing.",
    "recommended_scenario": "Browse abandonment recommendation journey.",
    "measurement": ["product-view-to-cart uplift", "conversion rate", "revenue per recipient"],
    "implementation_notes": ["Use a minimum view count or recency threshold.", "Avoid using sensitive inferred interests."]
  },
  {
    "id": "first-to-second-purchase",
    "name": "First-time buyers ready for second purchase",
    "objective": "Increase repeat purchase rate after the first order.",
    "definition": "Customers with exactly one CRM-counted purchase, enough time since fulfillment, and no second purchase outside the 14-day first-order completion window.",
    "goal_terms": ["repeat", "second purchase", "post purchase", "retention"],
    "when_to_use": ["Purchase event is tracked.", "Last purchase date or order count is available.", "Customer can be reached with valid consent."],
    "avoid_if": ["Fulfillment, return, or complaint suppression is unavailable for risky categories."],
    "required_capabilities": ["purchase_conversion", "lifecycle_recency", "channel_consent"],
    "optional_capabilities": ["category_affinity", "support_or_returns"],
    "requiredSignals": {
      "events": ["purchase"],
      "properties": ["email", "consent", "last_purchase"]
    },
    "segment_logic": {
      "include": ["exactly one CRM-counted purchase", "past fulfillment or education window", "no second CRM-counted purchase", "valid consent"],
      "exclude": ["purchase within 14 days after first purchase", "recent return or complaint if available", "global suppression", "frequency-capped customers"],
      "notes": "Treat a second purchase within 14 days after the first purchase as completion of the first order, not as a CRM second purchase. Tune later timing by category and fulfillment cadence."
    },
    "personalization_hooks": ["last purchased category", "complementary products", "care tips", "replenishment timing"],
    "conversion_mechanism": "Use the strongest post-purchase moment to create a second buying habit.",
    "impact": "high",
    "effort": "medium",
    "risk": "Suppress customers with unresolved delivery, return, or complaint signals when available.",
    "recommended_scenario": "Second-purchase accelerator.",
    "measurement": ["second purchase rate", "repeat revenue", "time to second order"],
    "implementation_notes": ["Exclude purchases within 14 days after the first purchase from second-purchase counting.", "Split by purchased category when cadence differs.", "Add fallback copy when recommendations are unavailable."]
  },
  {
    "id": "lapsing-high-value-buyers",
    "name": "Lapsing high-value buyers",
    "objective": "Protect revenue before valuable customers churn.",
    "definition": "Customers above value threshold whose purchase cadence is slipping and who have not purchased recently.",
    "goal_terms": ["retention", "churn", "winback", "lapsed", "inactive", "high value", "value"],
    "when_to_use": ["Purchase history is tracked.", "Value/LTV signal is available.", "Last purchase date or lifecycle recency signal is available."],
    "avoid_if": ["No value signal is available.", "No consent or reachable identifier is available."],
    "required_capabilities": ["purchase_conversion", "customer_value", "lifecycle_recency", "channel_consent"],
    "optional_capabilities": ["category_affinity", "existing_winback_flow", "frequency_policy"],
    "requiredSignals": {
      "events": ["purchase"],
      "properties": ["lifetime", "value", "last_purchase", "email", "consent"]
    },
    "segment_logic": {
      "include": ["above value threshold", "purchase cadence slipping", "no recent purchase", "valid consent"],
      "exclude": ["recent conversion", "global suppression", "frequency-capped customers"],
      "notes": "Use customer-specific cadence where possible instead of one static inactivity threshold."
    },
    "personalization_hooks": ["value tier", "preferred category", "newness since last purchase", "loyalty status"],
    "conversion_mechanism": "Intervene before churn with relevant newness or service value.",
    "impact": "high",
    "effort": "medium",
    "risk": "Use holdout measurement to avoid rewarding customers who would return anyway.",
    "recommended_scenario": "High-value lapsing customer save journey.",
    "measurement": ["reactivation rate", "incremental revenue", "margin impact", "holdout uplift"],
    "implementation_notes": ["Define value threshold with business owners.", "Avoid default discounts unless margin rules allow them."]
  },
  {
    "id": "vip-non-discount-retention",
    "name": "VIP non-discount retention audience",
    "objective": "Retain VIP customers without margin-eroding offers.",
    "definition": "High-value customers with recent engagement decline but no hard churn signal.",
    "goal_terms": ["vip", "loyalty", "high value", "retention", "discount"],
    "when_to_use": ["VIP, loyalty, tier, or value signals are available.", "Engagement or purchase recency can be measured."],
    "avoid_if": ["No value/VIP signal is available.", "Business rules require discount-led retention for all VIPs."],
    "required_capabilities": ["customer_value", "lifecycle_recency", "channel_consent"],
    "optional_capabilities": ["loyalty_or_vip", "email_engagement", "frequency_policy"],
    "requiredSignals": {
      "events": ["purchase", "session"],
      "properties": ["lifetime", "value", "vip", "email", "consent"]
    },
    "segment_logic": {
      "include": ["high-value or VIP tier", "engagement or purchase decline", "no recent purchase", "valid consent"],
      "exclude": ["recent conversion", "global suppression", "frequency-capped customers"],
      "notes": "Lead with access, status, or service value instead of blanket discounting."
    },
    "personalization_hooks": ["early access", "exclusive category preview", "service benefits", "loyalty tier"],
    "conversion_mechanism": "Use status, access, and relevance instead of discount pressure.",
    "impact": "high",
    "effort": "medium",
    "risk": "Avoid making VIP treatment feel arbitrary or creepy.",
    "recommended_scenario": "VIP retention journey with no-discount offer policy.",
    "measurement": ["VIP retention rate", "repeat revenue", "margin impact"],
    "implementation_notes": ["Confirm VIP eligibility rules.", "Use service/value messaging before incentives."]
  },
  {
    "id": "replenishment-candidates",
    "name": "Replenishment candidates",
    "objective": "Drive repeat purchase based on expected product usage cadence.",
    "definition": "Customers who bought replenishable products and are nearing the expected reorder window.",
    "goal_terms": ["replenishment", "repeat", "repurchase", "retention"],
    "when_to_use": ["Purchase event is tracked.", "Product/category context is available.", "Business can define reorder cadence."],
    "avoid_if": ["Products are mostly one-off or non-replenishable.", "No SKU/category data exists."],
    "required_capabilities": ["purchase_conversion", "product_browsing", "channel_consent"],
    "optional_capabilities": ["category_affinity", "lifecycle_recency"],
    "requiredSignals": {
      "events": ["purchase"],
      "properties": ["email", "consent"]
    },
    "segment_logic": {
      "include": ["bought replenishable product/category", "near expected reorder window", "no recent repurchase", "valid consent"],
      "exclude": ["recent conversion", "global suppression", "frequency-capped customers"],
      "notes": "Cadence must be category-specific."
    },
    "personalization_hooks": ["last purchased SKU", "category reorder interval", "subscription option"],
    "conversion_mechanism": "Make timely reordering easier before the customer shops elsewhere.",
    "impact": "medium",
    "effort": "medium",
    "risk": "Requires category-specific cadence assumptions.",
    "recommended_scenario": "Replenishment reminder.",
    "measurement": ["repeat purchase rate", "replenishment revenue", "conversion uplift"],
    "implementation_notes": ["Start with categories where cadence is obvious.", "Suppress customers who recently purchased the same item."]
  },
  {
    "id": "consent-missing-known-customers",
    "name": "Known customers missing channel consent",
    "objective": "Increase reachable audience size safely.",
    "definition": "Known customers without the target marketing consent or preference state.",
    "goal_terms": ["consent", "preference", "reachable", "opt in"],
    "when_to_use": ["Known customer identifiers are available.", "Consent/preference fields are visible.", "Weblayer or allowed owned-channel capture is available."],
    "avoid_if": ["Consent policy is unclear.", "No legal value exchange has been approved."],
    "required_capabilities": ["channel_consent"],
    "optional_capabilities": ["email_reachability", "sms_reachability", "existing_consent_flow"],
    "requiredSignals": {
      "events": ["session"],
      "properties": ["email", "consent"]
    },
    "segment_logic": {
      "include": ["known customers", "missing target consent", "recent session or allowed touchpoint"],
      "exclude": ["customers who opted out where contact is forbidden", "global suppression"],
      "notes": "Follow exact regional consent policy."
    },
    "personalization_hooks": ["preference center", "category interests", "channel preference"],
    "conversion_mechanism": "Show value exchange for better communication preferences.",
    "impact": "medium",
    "effort": "low",
    "risk": "Must follow consent mode and regional policy exactly.",
    "recommended_scenario": "Preference capture weblayer and email follow-up where allowed.",
    "measurement": ["new opt-ins", "reachable audience growth", "complaint rate"],
    "implementation_notes": ["Use legal-approved copy.", "Keep audit trail of consent source."]
  },
  {
    "id": "recommendation-ready-dormant",
    "name": "Dormant customers with recommendation coverage",
    "objective": "Reactivate inactive customers using personalized recommendations.",
    "definition": "Customers inactive beyond lifecycle threshold where recommendation assets or affinity signals exist.",
    "goal_terms": ["winback", "inactive", "dormant", "recommendation", "reactivation"],
    "when_to_use": ["Purchase history is tracked.", "Product/category affinity or recommendation coverage exists.", "Reachability and consent are available."],
    "avoid_if": ["Recommendations are stale or low quality.", "No product/category signal exists."],
    "required_capabilities": ["purchase_conversion", "channel_consent"],
    "optional_capabilities": ["recommendation_assets", "category_affinity", "existing_winback_flow"],
    "requiredSignals": {
      "events": ["purchase", "product"],
      "properties": ["email", "consent"]
    },
    "segment_logic": {
      "include": ["inactive beyond lifecycle threshold", "purchase history exists", "recommendation or affinity signal exists", "valid consent"],
      "exclude": ["recent conversion", "global suppression", "frequency-capped customers"],
      "notes": "Use relevance over generic discount-led winback."
    },
    "personalization_hooks": ["recommendation engine", "last category", "new arrivals"],
    "conversion_mechanism": "Replace generic winback with relevant product discovery.",
    "impact": "medium",
    "effort": "medium",
    "risk": "Recommendation quality must be checked before launch.",
    "recommended_scenario": "Recommendation-led winback.",
    "measurement": ["reactivation rate", "incremental revenue", "recommendation click rate"],
    "implementation_notes": ["Validate recommendation fallback.", "Use holdout when audience is large enough."]
  },
  {
    "id": "email-engaged-non-buyers",
    "name": "Email-engaged non-buyers",
    "objective": "Convert customers who engage with campaigns but do not buy.",
    "definition": "Customers with recent email clicks or opens and no purchase in the attribution window.",
    "goal_terms": ["email", "campaign", "click", "engagement", "conversion"],
    "when_to_use": ["Email engagement events are tracked.", "Purchase conversion is tracked.", "Consent is available."],
    "avoid_if": ["Only opens are available and click intent is absent.", "Existing campaign follow-up already covers this audience."],
    "required_capabilities": ["email_engagement", "purchase_conversion", "channel_consent"],
    "optional_capabilities": ["category_affinity", "frequency_policy"],
    "requiredSignals": {
      "events": ["email", "click", "purchase"],
      "properties": ["email", "consent"]
    },
    "segment_logic": {
      "include": ["recent email click or strong engagement", "no purchase in attribution window", "valid consent"],
      "exclude": ["recent conversion", "global suppression", "frequency-capped customers"],
      "notes": "Prefer click-based intent over open-only follow-up."
    },
    "personalization_hooks": ["clicked category", "campaign topic", "last landing page"],
    "conversion_mechanism": "Follow up on explicit engagement with a sharper next action.",
    "impact": "medium",
    "effort": "low",
    "risk": "Avoid repeated follow-ups after low-intent opens only.",
    "recommended_scenario": "Click follow-up conversion assist.",
    "measurement": ["click-to-purchase conversion", "incremental revenue", "unsubscribe rate"],
    "implementation_notes": ["Cap follow-ups tightly.", "Suppress customers who converted after clicking."]
  },
  {
    "id": "price-sensitive-returners",
    "name": "Price-sensitive returning customers",
    "objective": "Use incentives only where they are likely to change behavior.",
    "definition": "Customers who repeatedly engage with sale/discount content but have not converted recently.",
    "goal_terms": ["discount", "price", "sale", "incentive", "margin"],
    "when_to_use": ["Campaign/click events are tracked.", "Purchase conversion is tracked.", "Business wants disciplined incentives."],
    "avoid_if": ["No discount governance exists.", "Margin impact cannot be measured."],
    "required_capabilities": ["email_engagement", "purchase_conversion", "channel_consent"],
    "optional_capabilities": ["customer_value", "frequency_policy"],
    "requiredSignals": {
      "events": ["email", "click", "purchase"],
      "properties": ["email", "consent"]
    },
    "segment_logic": {
      "include": ["repeated sale/discount engagement", "no recent purchase", "valid consent"],
      "exclude": ["recent conversion", "global suppression", "frequency-capped customers"],
      "notes": "Use controlled holdout and margin guardrails."
    },
    "personalization_hooks": ["sale category affinity", "wishlist/category", "price drop"],
    "conversion_mechanism": "Reserve offers for customers showing price-sensitive intent.",
    "impact": "medium",
    "effort": "medium",
    "risk": "Requires clear discount governance from team context.",
    "recommended_scenario": "Controlled incentive conversion test.",
    "measurement": ["incremental conversion", "gross margin", "discount cost"],
    "implementation_notes": ["Require finance-approved offer rules.", "Measure against a no-offer control group."]
  }
]