THIS. This is insight into the WHY your customer buys vs the WHAT your customer buys.
The top quintile of customers re-quintiled to illustrate the density of revenues and disparity of customer performance even among the top 20% of your portfolio.
Understanding who and WHY they buy from your business enables exceptional growth.
Everything else is guessing and projecting your interests onto your customers.
Multi-channel retail is hard work. Balancing offers, customers, integrating on and off line systems and giving the customer the best experience.
And the only way to do this effectively and profitably is with supportive customer analytics. Whether you are moving customers to new channels or mining customer portfolios within channels, the right insights can help you deliver the right offer at the right time to the right customer to drive conversion.
Customer Portfolio Management is the foundation of customer analytics for multi-channel, single channel, retail and e-tail merchants. CPM gives the insights on value creation, value destruction, and the stable base of customers. And that one view triggers more than a hundred different things you can look at.
We offer a selection of 40 different analyses that help you quickly segment your customers, select them into a campaign or score them and send them to CRM or a marketing automation platform. Whether drilling down into campaign results or assessing the impact of marketing on category growth, store growth or channel growth, we have a robust toolkit that can deliver the insights in rapid succession.
Behavioral driven customer personas inform the marketing team and other members of the organization of the types of customers who deliver value for the brand and HOW and WHY they do it. Persona Marketing is about messaging and relevance in marketing, not forecasting and predicting. But when you index Personas into Customer Portfolio Management, the patterns of buying and the pattern makers become crystal clear.
The Sportsman v the Enthusiast – similar Annual spend but very different buying behaviors and lifestyles. Understanding the motivations and purpose for each leads to more relevant and actionable messaging and offer strategies that leads to conversion.
|Average Daily Sale (ADS)||$226||$344|
|Current Year Spend Lift||32.0%||18.0%|
|Units per Transaction||6.80||9.80|
|Frequency of Trips (Days)||50.69||101.39|
|Brand Entry Date||4/12/2016||3/18/2016|
|Life Sales/Brand Duration||$1,411||$1,060|
|Share of Wallet||0.48||0.43|
|Active PLCC Cardholders||0.84||0.65|