Segment by Radius – New Rule For Retailers

October 12, 2015 | Admin

Last updated on June 14th, 2016


The online retail space is unbelievably competitive. But as they say, technology is the great equalizer, and small businesses are finally enjoying access to tools that can help them compete with the big guys.

One of these innovative tools is a something we like to call the ‘radius rule’. This rule enables retailers to build lists or take action based on a unique location radius. Seems simple enough, but the power behind this small tool is thrilling. With the segment by radius rule you can gain deeper insights into your target markets, or take action to engage and convert more buyers with highly personalized messages.

Curious about this online retailer secret? Take a look at what it is, and how you can use it to grow your store.

Radius for Lists

One of the most effective ways to personalize as a retailer is through the use of dynamic lists.  All systems are different, but Kevy allows you to see the revenue, total orders, average order value (AOV) and customer lifetime value (CLV) for your entire list. When you have this type of insight, you can compare lists based on revenue, or simply pull lists as a report to gauge the value of a specific segment.

list by radius

The Radius Rule enables you to build a list based on a unique geographic location. With this rule you can:

  • List: Build lists of all customers that are within a [20]mile radius of your brick-and-mortar stores.
    • Action:  Send location-specific emails to each unique list, knowing that only the right people, in the right areas will receive them.
  • List: Compare and contrast the value of a certain state, city or radius.
    • Action:  Gain highly valuable insights into which is the most valuable area. Then send them separate/targeted email series to thank them for their loyalty and increase engagement.

Radius for Pop-up Offers

Lists are a powerful indicator of growth and opportunity, but at a certain point, you may want to take action on the data you uncover. That is where a pop-up steps in.  In my opinion, pop-ups are one of the most effective and underutilized (or misused) marketing tools available. It seems nearly every pop-up is the same generic “signup for a new-customer offer” that you get bombarded with the second you land on a new site.

radius-rule-offersThe problem with generic pop-ups is that the message is broad and puts all visitors into the same bucket.  But what if you could create pop-ups that are catered to each unique audience that visits your site?

The radius rule for offers lets you show a specific offer or message only to audiences that fall within a certain radius of a city, state and/or zip code.  With this offer rule you can:

  • Offer free two-day shipping to anyone that lives in an [80]mile radius of your warehouse, but no one outside of this range
  • Show an event promotion for anyone that lives in a specific radius of a your brick-and-mortar store
  • Provide location-based discounts

We have seen highly imaginative ways you can use the radius rule in offers – these are just a few of our favorite.

Radius for Triggers & Emails

Email is still the number one revenue driver for online retailers. In fact, email still outperforms search and social combined when it comes to revenue gained.  But consumers typically have a love-hate relationship with emails. They love when emails provide timely, relevant information, they hate when emails are generic and an obvious part of a mass send.

But you can ensure you fall in the ‘love them’ category for your emails with each send if they are targeted. One of the best ways to accomplish this is through behavior based rules, like radius. With a radius rule you can:

  • Promote local events/store sales
  • Provide offers based on the the local weather – if it is rainy in Nashville, send a ‘rainy day’ special to everyone in the area
  • Combine a location rule with an order history rule to send specific promos of ‘you may also like’ items for anyone in a certain radius of your store


The power of being able to segment by radius expansive. There are countless ways you can manipulate them to achieve incredible engagement with your customers.  If you are curious about how you can leverage rules like this for you marketing, let us know – we would love to help.