CHALLENGE: GENERATE MORE REVENUE FROM MEMBERS
An Asia-based luxury e-retailer looked to improve customer engagement, boost customer loyalty and market more effectively with the aim of increasing repeat sales from existing members and elevating revenue across the business.
SOLUTION: SEGMENT, PROFILE AND TARGET ACCORDINGLY
Antuit segmented the retailer’s customers using recency-frequency-monetary scoring creating profiles of distinct customer clusters and purchase propensity models to understand what and how much customers in those segments tend to purchase. With these insights, Antuit:
- Set up a customer migration matrix, pinpointing the customers worth retaining
- Implemented a test-and-control framework to gauge and monitor effectiveness of the analytics solution.
- Directed client to create new marketing campaigns with appropriate offers and promotions designed specifically for the various targeted segments
OUTCOME: 5 to 20% MARKETING ROI LIFT ACROSS PORTFOLIO
The company enjoyed marketing ROI improvement in the range of 5-20% across their portfolio. The analytics-backed campaigns have helped improve stickiness with customers and measure true lift of promotional campaigns.