"RWB Media" has expanded the capabilities of the WB Media advertising cabinet: Wildberries sellers now have an "Audiences" section. With its help, sellers can independently create custom user segments and apply them when placing banner ads, video ads, and ads at pickup points.
Audiences are formed taking into account user actions with products. The segment can include those who viewed products of certain brands or categories, added them to the cart or favorites, placed an order, or made a purchase.
When setting up, parameters for geography and user characteristics are available. You can take into account the country, federal district, region, and city, as well as gender, age, clothing and shoe sizes. Additionally, criteria for purchasing activity are provided - monthly spending volume and average check.
The section also features a look-alike tool for finding users similar in behavior and interests to the selected audience. It allows expanding the segment by attracting potential buyers with similar characteristics.