Customer Retention - Grattan
Grattan
Grattan Improving order frequency through customer insight
Using customer insight to improve order frequency, value, retention and customer loyalty for leading mail order specialists Grattan.
After interrogating the data and existing customer research, we identified key points in the buying process where customer orders would either increase or tail off and we wanted to exploit these to optimise sales opportunities.
Typically these milestones would be based around recency, frequency or size of last order. We used these data points, to create a series of trigger programmes that kicked in when specific ‘milestones’ were met.
We also created a series of follow-up programmes that sought to increase the value of future orders, by using details of the most recent order as a stimulant for other suggestions – similar to amazon’s, ‘people who bought also like this’.
But on a much narrower product range it is easier to make these suggestions more relevant and appeal to the buyers need to fit in. Buy these shoes or lampshade to ‘complete the look’.
Using this same methodology we were also able to develop a ‘best customer’ programme – which recognised and rewarded the customer status through enhanced service functionality, season and sale previews. These simple improvements exponentially improved the retention levels and revenues generated for Grattan and are now an integral part of order optimisation for e-tail and mail order clients.