Overview
- Primary/secondary KPI: Average order value (AOV)
- Page type: Homepage
- Features used: Segmentation
- Industry vertical: Apparel
- Channel: Web
Using rich CRM data to deliver targeted messaging
Strategy
Challenge
- A large UK retailer knew that every additional purchase that a customer makes strengthens their affinity for the brand and their likelihood of purchasing again.
- It was looking to prove its marketing spend could go further if it could acquire customers with a higher lifetime value (LTV).
Solution
- The retailer ran a test targeting customers whose first purchase was in the last 6 months (by leveraging its customer relationship management data within Monetate) with custom offers.
- The specific targeting allowed it not to overlap on existing offers as well.
Outcome
25% uplift in AOV per customer