Brief - Create Customer Segmentations to better engage with customers by identifying opportunities.
A client was requesting visibility of a select list of customers that they identified as fitting a specific criteria in order to create opportunities to engage these customers through EDM's, Store Manager engagement and other campaigns.
Specifically, they were looking for clients they could incentivise to either upgrade their VIP status or prevent their status from being downgraded based on their average spend over the last 11 out of 12 months.
They therefore needed to created customer profiles based on:
- spend thresholds over the last 12 months
- spend frequency over the last 12 months
Scenarios being considered included:
- If a customer did not make any further purchases over the last month of a12 month period, how was this going to impact their VIP standing.
- Alternatively, if they spent 20% more than their monthly average spend, how may this improve their VIP standing.
TRS then created the below filters based on the specific rules, such as:
- VIP status based on their spend over the last 12 months, e.g. Platinum, Gold, Silver, Bronze etc..
- Upgrade candidates filter
- Downgrade candidates filter
These filters were then able to be applied to the cube and insights portal to publish customer lists to be used to engage these customers through:
- EDM and other campaigns
- Store Manager engagement and accountability of the customer's preferred shopping location