Know When it is Time to (Re)Engage Your Customers [for Retailer]

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:

  1. Have a detailed view of the evolution of their portfolio over the last years, including the impact of the rebranding phase
  2. Identify customer activation drivers based on their historical behavior
  3. Optimize and prioritize marketing campaigns
Illustration of the segmentation result (click to enlarge)
Illustration of the segmentation result

About Agilytic

Since 2015, Agilytic helps innovative leaders solve their biggest challenges through the smarter use of data. With over 80 successful projects to date, we have perfected a pragmatic approach to putting data at the service of business goals, be they commercial, operational, financial, or human. Reach out today for a quick introduction, we’d love to hear from you.

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