Customer Group

What is a customer group?

A customer group is a set of customers who share one or more traits — for example tags, number of orders, total spent, location, or when they last purchased. Instead of treating every customer the same, you can target pricing, offers, emails, and access to specific customers. A group can be static (a fixed list) or dynamic (updated automatically as customers meet the criteria).

Why does a customer group matter?

Not all customers are worth the same, and they have different needs. Grouping lets you reward loyal buyers with discount codes, welcome new customers, and re-engage those about to lapse. That is exactly the mechanic behind churn rate and customer lifetime value: the sharper your groups, the cheaper it is to retain and upsell instead of chasing new customers.

Common use cases

• VIP and loyalty groups. Bundle customers above a spend threshold and give them early access or standing discounts.
• B2B vs. B2C. Separate business customers so they get their own pricing and payment terms.
• Win-back flows. Group customers who haven’t purchased in, say, 90 days for a retargeting campaign.
• Geography and language. Target campaigns by country or region.

Shopify perspective

In Shopify, customer groups are built with Customer Segments, where a query language filters on things like customer_tags CONTAINS 'vip', amount spent, or last order — and the segment updates dynamically. You can restrict both discount codes and automatic discounts to a specific segment. On Shopify Plus (B2B), groups are handled instead through companies and catalogs that grant their own pricing and product access. Keep your customer tags consistent — they are the foundation for both segments and syncing to apps like Klaviyo.