Customer Data, CRM and Loyalty
You read one brand's two-year customer file as a distribution instead of an average. 68.9% of its customers bought once. The top tenth takes 31.4% of the revenue. And the average order value rose 0.5% while both halves of the file fell 1.7%. Then you test a segmentation by whether it changes a decision, and cost a points scheme from the file's own thresholds.
Published by Merchandising Academy · First lesson free to read
Course value
What will you be able to do?
Work outcome
You can lay out a space or a page against a commercial objective, run a test whose result you can actually trust, and read the analytics without mistaking traffic for demand.
Who it is for
Brand and buying-office teams.
What you will produce
You build a repeat-order distribution from counts. You work out a contribution figure per intake, compared over a window every intake has completed. You check a recency-and-frequency banding against a quarter it could not see. You show a VIP tier to be measuring time on the list rather than value. And you cost a points scheme to the rise in repeat buying it would have to cause.
Learning format
3 lessons · 0 templates · workplace calculations and decisions.