What’s new

With the recent launch of Audience Hub, Affinity, RFM, and Location segments are now available in Searchandising — expanding our Custom & Dynamic segments and upgrading how you target shoppers in rules and campaigns.

You can now pick segments based on:

• Affinity (what brands/categories/styles a shopper tends to prefer)
• RFM (purchase Recency, Frequency, and Monetary value)
• Location (geographic shopper segments)

As you select a segment, you’ll also see whether it matches the traffic volume you intend to target, so you can make confident, data-driven choices while configuring.

Why it matters

Previously, many merchandising strategies were applied too broadly (because the necessary segment wasn’t available in Searchandising or was hard to maintain), which could dilute impact and sometimes actively hurt performance when irrelevant shoppers see promoted items.

With Affinity, RFM, and Location segments:

• Target the shoppers your strategy is actually designed for, without relying on custom segment pipelines.
• Maximise incremental impact by showing promotions only where they’re likely to help.
• Avoid “segment guesswork” by checking intended traffic volume while you configure.

Example workflows

• Launch new arrivals to high-intent fans. Promote a newly arrived Nike drop only to shoppers with a strong Nike affinity, instead of pushing it to everyone.
• Run clearance with precision. Target sale campaigns to frequent buyers, or to shoppers whose recency is dropping (and may need a nudge).
• Localise merchandising. Highlight weather-appropriate or region-specific inventory to shoppers in the relevant locations.

If you have any questions or feedback on the new feature or the Constructor dashboard in general, please connect with your Customer Success Manager or contact us through support@constructor.io.