# Ecommerce Industry Pack

## Lifecycle Model
- Visitor or anonymous browser
- Lead or consented contact
- First-time buyer
- Active repeat buyer
- Lapsing buyer
- Churned buyer
- High-value or loyal buyer

## Common Segments
- Recent cart or checkout abandoners with no purchase afterwards
- Product/category viewers with repeated visits and no purchase
- First-time buyers ready for second-purchase activation
- Lapsing buyers by product category or purchase cadence
- High-value customers near a lifecycle boundary
- Customers missing email/SMS consent

## Common Scenarios
- Welcome and preference capture
- Browse abandonment
- Cart abandonment
- Post-purchase education and review
- Replenishment or repeat-purchase reminder
- Winback
- VIP early access or loyalty activation

## Event And Property Expectations
- Events: page_visit, product_view, cart_update, checkout, purchase, email_open, email_click, banner
- Customer properties: email, phone, consent, first_name, last_purchase_date, lifetime_value, preferred_category
- Catalog data: product_id, title, category, price, image, availability, URL

## Offer Strategy
- Lead with relevance, convenience, availability, and social proof before discounts.
- Use incentives mainly for high-value lapsed customers, competitive categories, or explicit clearance campaigns.
- Avoid training customers to abandon carts for automatic discounts.

## Measurement
- Primary KPIs: recovered revenue, repeat purchase rate, conversion rate, revenue per customer
- Guardrails: unsubscribe rate, opt-out rate, margin impact, frequency pressure
- Prefer holdout groups for winback, cart recovery, and VIP campaigns.

## Risks To Avoid
- Sending purchase reminders after the customer already purchased
- Using stale catalog availability or price
- Contacting customers without the required consent
- Over-personalizing with sensitive or surprising data