Understanding how your customers behave is key to effective marketing, but what if you could go a step further and anticipate what they’ll do next?

With the launch of Predictive Purchase Behaviors, Ometria’s Architect™ AI  now makes it possible to do exactly that. This latest innovation uses proprietary, retail-specific models to forecast key customer actions, such as identifying who is likely to buy soon, lapse, or make a second purchase. These new insights help retail marketers take a forward-looking approach to segmentation and campaign planning, grounded in data-driven forecasts of customer activity.

Built directly into the segment builder and customer profile, these predictive metrics are now available to all Ometria users.

What's new?

This release introduces three AI-powered predictions, available alongside your existing customer data:

• Predicted 12-month spend: Estimate which spending tier a customer is likely to belong to in the coming year.
• Predicted 12-month order likelihood: Understand which customers are most likely to make a purchase in the next 12 months.
• Predicted average order value (AOV): Forecast the typical value of a customer’s future orders.

By combining these predictions with behavioral and transactional data, you can create segments that are not only relevant today, but meaningful for the months ahead.

Putting predictive insights into practice

Here are just a few ways marketers are using Predictive Purchase Behaviours to improve targeting and personalize their campaigns more effectively:

• Customers predicted to become high value: Spot those with high predicted spend but low current value and nurture them early. You could create automation campaigns that make them feel recognised, such as “We’ve noticed you” messaging paired with personalised product recommendations. Support their journey with inspiring content like outfit builders or multi-category edits to gradually increase spend and engagement.
• Customers likely to become loyal: Build engagement strategies around those on the path to loyalty, even if they haven’t yet made frequent purchases. Focus on building emotional connection with exclusive content, user-generated reviews, and invitations to contribute to panels or surveys. Campaigns targeted to this group can focus more on brand storytelling and editorial content that fosters loyalty before frequent purchasing habits are established.
• Loyal and likely to stay loyal: Keep momentum going by acknowledging and rewarding loyalty. This might include small surprise gifts, early access to new launches, or invitations to exclusive experiences. You can also highlight their status with dynamic banners in emails and use every touchpoint to show appreciation each time they engage with you, reinforcing their value to your brand.
• One-time buyers likely to repeat: Reach these high-potential customers at the right moment by using predicted next order dates to time your outreach. Build on the excitement of their first purchase with a thoughtful post-purchase journey that includes content like care guides, order tips, and review requests. Follow up with tailored recommendations based on their initial purchase to encourage a second purchase and help establish a longer-term relationship.

These use cases are designed to help prioritize the customers with the greatest potential for long-term impact.

Available now in Ometria

Predictive Purchase Behaviors is now live and available to all users. You’ll find the new metrics in both the segment builder and customer profile. If you’re ready to start exploring what your customers might do next, head into Ometria and take a look.