Overview
- Primary/secondary KPI: Revenue
- Page type: Homepage
- Features used: Badging
- Industry vertical: Outdoor apparel
- Channel: Web
Retailer tests targeted custom offers to customers who made their first purchase in the last 6 months.
Strategy
Challenge
Every additional purchase that a customer makes strengthens their affinity with your brand and their likelihood of purchasing again. Encouraging customers to place orders continuously to build lifetime value (LTV) is difficult.
Solution
- Target customers based on when they last placed their first order
- Test customized offers, such as free delivery, with this segment and identify the best offer that encourages repeat purchases
- Isolate offers from one other to avoid confusing overlap in campaigns
Outcome
- Increase average revenue per customer by as much as 25%
- Increase average orders per customer by as much as 25%