Segments

Rules recompute nightly · every segment states where it's used — no shadow profiling

VIP whales

214

LTV > $5k AND 4+ orders/yr

Used by: concierge chat priority, early access drops, free express regardless of cart value.

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At-risk 90d

1,842

No order 90–180 days, previously 2+/yr

Used by: win-back email (one only, never a series), $10 credit offer quarterly.

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Metro same-day

38,402

Postcode in MEL/SYD/BNE express zones

Used by: delivery promise banners, 2pm cutoff messaging, locker suggestions.

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Size-between exchangers

2+ size exchanges in 12 months

Used by: size-guide v2 nudge on PDPs, "between sizes?" chip pre-selected, free double-swap.

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Review writers

4,201

1+ published review in 12 months

Used by: post-delivery review ask timing (day 6 for apparel, day 14 for homewares), photo bonus prompts.

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Locker regulars

6,120

3+ locker deliveries in 12 months

Used by: default delivery method preselect, 72h window extension offers, new locker launch pings.

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Segments are behaviour-based only (orders, returns, delivery choices) — never inferred health, ethnicity, religion or finance data. Customers can see and contest their tags from Privacy & data (APP 13).