Know when it is time to (re)engage your customers in retail
Context & Objectives
A leading electronics retailer had recently undergone a change in its whole concept, complete with a rebranding.
The team needed a deeper understanding of their clients to support and optimize their new marketing efforts. However, because of the rebranding, nothing was certain anymore. One of the main challenges was to identify the right segments to target first with the new concept.
Approach
We opted for a behavioral segmentation based on customers’ purchase habits over the previous five years.
Once divided into segments, we were able to determine the best products to suggest for the most active segments using a recommendation engine comparable to Amazon’s.
For each segment, based on past campaigns, we recommended impactful marketing messages and channels to maximize the customers’ re-engagement into the newly created brand.
Results
The resulting segments and associated recommendations allowed the client to:
Have a detailed view of the evolution of their portfolio over the last years, including the impact of the rebranding phase
Identify customer activation drivers based on their historical behavior
Optimize and prioritize marketing campaigns
