Understanding Faire's Customer Segments
Faire automatically segments your customer database into actionable groups, but here's what most sellers miss: these segments aren't just organizational tools. They're revenue opportunities sitting in your dashboard, waiting for you to act on them.
Your customer database contains leads you've paid to acquire, accounts that have ordered from you, and buyers with hundreds of pounds in unused credit. Each group requires a different approach. Send the wrong message to the wrong segment, and you're wasting time. Worse, you might be annoying customers who've already converted.
The real opportunity lies in treating each segment as its own micro-market. Your approach to a customer with £300 in expiring credit should be radically different from your strategy for an account that hasn't reordered in 90 days.
Breaking Down Every Faire Segment
Signed Up vs Not Signed Up
This is your first critical filter. Accounts not yet on Faire are eligible for the £300 signup offer—a massive incentive you can leverage. These leads need education about the platform itself, not just your products.
For accounts already on Faire, skip the platform pitch. They know how it works. Focus on product value and what makes your brand different from the dozens of others they're evaluating.
Ordered vs Never Ordered
Customers who've ordered from you are fundamentally different prospects than those who haven't. Return customers already trust your products, understand your delivery times, and know your packaging quality. They're shopping for replenishment or new SKUs, not taking a leap of faith.
Never-ordered accounts need a different playbook. They're evaluating risk: Will your products sell? Will you deliver on time? Are your margins workable? Your messaging needs to address these concerns directly.
Unused Faire Direct Credit
This segment is pure gold. These accounts have credit burning a hole in their pocket, and it's expiring. Filter by expiration date and you'll see who needs immediate attention.
Accounts with credit expiring in the next 30 days are your highest-priority leads. They've shown intent by signing up and claiming the credit. Something's blocking them from converting—maybe trust, maybe confusion about how to use the credit, maybe they got busy.
Your job is to remove that friction. Reach out via Faire Messenger with a helpful, non-pushy message: "Noticed you've got credit expiring soon. Happy to answer any questions about our products or help you put together an order that works for your store."
Don't stop at Faire. If you have their email, send a note there. If you can find them on Instagram, drop a quick DM or voice note. Personal outreach at this stage converts at rates that make every other acquisition channel look expensive.
Recently Signed Up
New signups need onboarding, not selling. They're learning the platform, evaluating vendors, and probably feeling overwhelmed by options.
Your message to this segment should be educational: explain what makes your brand different, share your delivery times, mention any current promotions. Make it easy for them to take action without pressure.
Abandoned Carts
Faire lets you filter for accounts with items sitting in their cart. This is abandoned cart recovery 101, but most sellers ignore it entirely.
Filter for carts from the last 7 days. These are hot leads—they were close enough to checkout that they added products. Something interrupted them: a question they couldn't answer, uncertainty about margins, or simple distraction.
Send a quick message: "Saw you had some items in your cart. Just checking in—any questions I can answer to help you finalize?" Keep it helpful, not salesy. You're removing obstacles, not pushing.
Carts older than 7 days are colder but still worth a touch. They might be comparison shopping or waiting on budget approval. A gentle reminder about stock levels or upcoming promotions can tip the balance.
The Power of Order History Filters
High-Value Lapsed Customers
This is where serious money lives. Accounts that have ordered over £500 but haven't come back in 60+ days are your biggest missed opportunity.
These aren't cold leads—they're customers who trusted you with a significant order. Something changed. Maybe your products didn't sell as expected. Maybe they over-ordered and need time to move inventory. Maybe they forgot about you in the chaos of running a retail store.
Filter for orders over £500 with no repeat purchase in 60+ days. Export this list and prioritize it. These accounts deserve personal outreach—not automated emails.
Call them if the order was large enough (over £1,000). Yes, actually call. Wholesale relationships used to be built on phone calls and personal visits. Faire made it transactional, but your competitors are probably hiding behind their keyboards. Stand out.
Your approach: "Just wanted to check in and see how those products performed for you. We've launched [new collection] and I thought it might fit your store well. Also curious if there's anything we could do better on our end."
This accomplishes multiple goals: you show you care about their success, you introduce new products, and you gather feedback that might reveal issues in your product line or service.
Recent Orders Without Reviews
Faire's algorithm weighs reviews heavily. More reviews mean better search visibility, which means more organic orders.
Filter for orders placed 7-30 days ago (adjust based on your delivery times) from accounts that haven't left reviews. These customers have received your products, unpacked them, and ideally started selling them.
Don't just ask for a review. Ask about their experience: "How did the products arrive? Any issues with the order? If everything went well, would love if you could leave a quick review—it really helps other retailers discover us."
The personal touch increases review rates. You're not spamming them with automated review requests. You're checking in like a real partner.
First-Time Buyers
Accounts that have ordered once are in a critical window. Their first experience determines whether they become repeat customers or one-time experiments.
Filter for accounts with exactly one order. Send them a post-order message immediately (use a template to save time): "Thanks for your order! Here's everything you need to sell our products successfully: [stock photos, marketing assets, display tips, POS materials]."
This message does heavy lifting. It shows you're invested in their success, provides resources that help them sell, and opens a communication channel for questions.
Follow up 30 days after delivery if they haven't reordered. Ask how the products performed and whether they need anything else. This is soft remarketing—you're staying top of mind without pushing.
Advanced Filtering and Segmentation
Store Type Targeting
Faire allows retailers to self-select their store type: boutique, spa, salon, gift shop, etc. Not all retailers complete this, but for those who do, it's powerful segmentation.
Filter by store type to create targeted campaigns. If you sell products perfect for spas, filter for spa/salon and craft messaging around that use case. Show you understand their business model, their customers, their display needs.
Example: "Noticed you run a spa—these products are performing really well in similar stores because [specific benefit]. Happy to share what's working for other spa owners."
This level of personalization is rare in wholesale. Most brands blast the same message to everyone. You're showing you did your homework.
Geographic Segmentation
Location data unlocks regional opportunities. Filter by country, state, or city to run location-specific promotions or test regional product fit.
If you're launching a new product, consider testing it in a specific region first. Filter for your top-performing geographic area and offer early access. This creates urgency and makes retailers feel special.
Geographic data also helps you identify clustering. If you have three successful accounts in one city, there's probably opportunity for more. Use this intel for lead generation—find similar stores in that area and reach out.
Commission Status (Faire Direct)
This filter is critical for protecting your margins. Faire Direct leads should come through at 0% commission. If they're not, you're losing 25% of those sales unnecessarily.
Filter for orders by commission status weekly. If leads you uploaded to Faire Direct are showing 25% commission, something's wrong with your attribution. Catch this early and dispute it with Faire support.
This filter also helps you analyze which acquisition channels are working. Faire Direct at 0% is your own lead generation paying off. Marketplace orders at 25% are Faire's algorithm driving sales. Both have value, but the economics are radically different.
Messaging Strategy by Segment
New Signups: Education First
These accounts need hand-holding. They're learning Faire, evaluating vendors, probably feeling overwhelmed.
Message template: "Welcome to Faire! Saw you just signed up. We're [brand name]—[one-sentence product description]. Your £300 credit works on any first order, and we [key differentiator: ship next day / offer free samples / whatever sets you apart]. Happy to answer any questions as you explore the platform."
Keep it brief. You're introducing yourself and offering help, not selling hard.
Abandoned Carts: Remove Friction
These buyers were close. Your message needs to identify and eliminate obstacles.
Message template: "Quick check-in—noticed you had items in your cart. Any questions about products, minimums, or shipping? Also, [mention any current promotion if relevant]. No pressure, just here if helpful."
The key phrase is "no pressure." You're consultative, not pushy.
Lapsed Customers: Re-engagement
These accounts ordered before. Something stopped them from returning.
Message template: "Been a while since we worked together—wanted to check in and see how [previous products ordered] performed for you. We've launched [new collection] that's performing really well in [similar store types]. Would love to hear your feedback and see if there's anything we could do better."
You're asking for feedback while soft-selling new products. This approach feels collaborative, not transactional.
Customers Without Reviews: Social Proof Building
You need reviews for algorithmic visibility.
Message template: "Hope the products arrived in great shape! Curious how everything's going with the order. If you're happy with the experience, would really appreciate a quick review—it helps other retailers discover us on Faire. Let me know if there's anything we can improve."
You're checking in first, asking for a review second. The priority matters.
Reactivating Lapsed Buyers
Lapsed buyers are your lowest-hanging fruit for revenue growth. You've already overcome the hardest hurdle: proving your products work.
The 60-Day Window
Filter for accounts that haven't ordered in 60+ days. This timeframe balances two realities: giving them enough time to sell through inventory, but catching them before they forget about you entirely.
For accounts with previous orders over £500, this deserves personal outreach. For smaller accounts, a targeted email campaign works.
The Feedback Loop
When reaching out to lapsed customers, lead with curiosity, not sales: "How did [products] perform in your store? Any feedback on what worked or didn't?"
This question serves multiple purposes. It shows you care about their business success, not just your sales. It uncovers potential product issues you need to address. And it opens dialogue that often leads to a reorder.
Many lapsed customers aren't buying because they had issues they never voiced. Maybe packaging arrived damaged. Maybe products didn't sell as expected. Maybe they couldn't figure out how to display them effectively.
You can't fix problems you don't know about. Ask.
The New Collection Hook
When reactivating lapsed buyers, always mention new products. Even if they didn't love everything from their first order, something new might hit different.
"We've launched [new collection] since you last ordered—it's designed specifically for [use case] and performing really well with [similar stores]. Thought it might fit your customers."
This gives them a reason to reconsider without making them feel bad about not reordering existing products.
The Exclusivity Option
For your highest-value lapsed customers, consider offering exclusivity in their area. This is advanced strategy that requires careful vetting, but it can reactivate major accounts.
Filter for accounts with order history over £1,000 that haven't returned. Reach out with a partnership proposal: exclusive rights to your products in their town in exchange for minimum quarterly orders.
This only works in smaller markets where exclusivity won't destroy your overall sales. Test it carefully, with clear contracts and performance minimums.
New vs Repeat Buyer Tactics
New Buyer Onboarding
First-time buyers need resources, not more sales pitches. They've already bought. Now you need to ensure they succeed selling your products.
Immediately after order confirmation, send your onboarding message through Faire Messenger. Include:
- Stock photography for their website and social media
- Suggested display ideas
- Marketing copy they can adapt
- Your brand story (retailers love sharing this)
- Links to your social media for ongoing content
- Point-of-sale materials if you offer them
- Contact info for questions
This message positions you as a partner invested in their success, not a vendor who disappears after the sale.
Repeat Buyer Cultivation
Repeat customers need different treatment. They know your products work. Now you're optimizing the relationship.
For repeat buyers, focus on:
- Early access to new products
- Higher order value incentives
- Input on product development
- Case studies featuring their store
- Referrals to similar retailers
These tactics deepen the relationship and increase lifetime value. Your best customers should feel like VIPs because they are—they're funding your business.
The 20% Rule
Your top 20% of customers by order value deserve disproportionate attention. Filter for accounts with total spend over £1,000 and treat them like strategic partners, not transactional buyers.
Call them. Visit them if possible. Send samples of new products before launch. Ask their opinion on packaging changes. Feature them in your marketing.
This relationship management takes time—2-3 years to fully develop. But these accounts become your most profitable, highest-volume, lowest-maintenance customers. They're advocates who refer other retailers and provide invaluable product feedback.
Filtering and Exporting Best Practices
Create Custom Views
Faire lets you save custom contact lists based on your filters. Use this to create views you'll reference regularly:
- High-value lapsed customers (60+ days, £500+ orders)
- Recent orders needing reviews (7-30 days, no review)
- Expiring credit urgent (30 days or less)
- Abandoned carts hot (last 7 days)
- Top 20% accounts (sort by total spend)
Saved views make weekly account management efficient. You're not rebuilding filters every time.
Export for Deeper Analysis
Faire's interface is good for basic filtering, but export to Excel for real analysis. Sort by total spend, order frequency, average order value, last order date.
This reveals patterns Faire's interface obscures. You might discover that accounts from certain regions reorder more frequently, or that specific store types have higher average orders, or that customers who order certain products are more likely to reorder.
These insights inform your lead generation strategy. If spa accounts reorder twice as often as boutiques, you should be targeting more spas.
Weekly Segmentation Routine
Make segmentation review a weekly habit:
- Monday: Check abandoned carts from last 7 days, send outreach messages
- Tuesday: Review expiring credits for the month, prioritize by amount
- Wednesday: Identify recent orders without reviews, send check-in messages
- Thursday: Pull lapsed customer report (60+ days), plan reactivation outreach
- Friday: Analyze new signups from the week, send welcome messages
This systematic approach ensures no segment gets neglected. You're constantly nurturing your database instead of letting opportunities go cold.
Measuring Segment Performance
Tracking matters. You can't improve what you don't measure.
Key Metrics by Segment
Abandoned cart conversion rate: What percentage of cart outreach results in orders? Aim for 15-25%. Lower suggests your products or messaging need work.
Lapsed reactivation rate: What percentage of lapsed customers reorder after outreach? Target 10-20%. Track separately for high-value vs low-value lapsed accounts.
Review request fulfillment: What percentage of review requests result in actual reviews? Aim for 30-50%. This directly impacts your Faire search visibility.
Credit conversion rate: What percentage of accounts with unused credit eventually convert? Target 40-60%. Lower suggests trust issues or product-market fit problems.
Return customer rate: What percentage of first-time buyers order again within 90 days? This is your single most important metric. Aim for 30-40%.
Segment Profitability
Not all segments are equally profitable. Faire Direct orders at 0% commission have different economics than Marketplace orders at 25%.
Calculate profit by segment:
- Average order value by segment
- Commission costs by segment
- Time investment by segment
- Conversion rates by segment
You might discover that abandoned cart outreach converts at 20% with a 30-minute time investment, while cold Faire Direct leads convert at 5% with the same time investment. That should inform where you focus.
Avoiding Segment Mistakes
Don't Spam Your Best Customers
Your repeat buyers don't need the same frequency of outreach as cold leads. Over-messaging loyal accounts creates fatigue.
Filter out customers who've ordered in the last 30 days from promotional campaigns. They're already engaged. Focus on buyers who need nudging.
Don't Ignore Small Accounts
The bottom 60% of your accounts by order value still deserve good service. They might grow. They refer other retailers. They leave reviews.
You shouldn't spend as much time on small accounts as large ones, but don't neglect them entirely. Automated email campaigns and great customer service keep them engaged without eating your time.
Don't Offer Exclusivity Lightly
Exclusivity is powerful but dangerous. Done wrong, it dramatically limits your market reach.
Only offer exclusivity in small, defined geographic areas (a town, not a city). Set clear performance minimums. Make it renewable based on order volume, not permanent.
Test exclusivity with one account before expanding. Track the impact on your overall sales in that region.
Making Segmentation Systematic
Segmentation only works if you actually use it. One-off campaigns deliver one-off results. Systematic approaches compound.
Build segmentation into your weekly operations. Assign specific segments to specific days. Track outreach and conversion in a simple spreadsheet.
The brands winning on Faire aren't just better at products or pricing. They're better at systematically nurturing their database. That's learnable. That's replicable.
Start this week: pick your highest-value segment (probably lapsed buyers over £500) and create a reactivation campaign. Measure results. Refine. Repeat with the next segment.
Your customer database is an asset that appreciates with proper management. Faire gave you the tools to segment it effectively. Now you need to use them.
Every customer in your database represents not just past revenue, but potential future revenue. The question is whether you'll activate it or let it sit dormant while you chase new leads.
The answer determines whether you build a transactional business or a relationship-driven one. Only one of those is sustainable long-term on Faire.