CASE STUDY
Data Driven Loyalty Program

Managing End-to-End Loyalty Program through Analytics


Client: Large Retail Chain
Summary
Segmentation based on customer’s contribution
 
     Utilizing segmentation to identify contribution of each customer with...
Value Segmentation


   Cequity deployed scoring technique to construct the segmentation for the Retail service provider f...
Segment the customers




                             From Transaction Data Identify the
                                ...
Customer Profiling




                                      Demographics
                                                ...
Results




    Cequity’s data driven loyalty program has become the key driver for all one-to-one and
    CRM marketing p...
Worldwide Offices

INDI A                                                         USA
Mumbai Office: 105-106, 1st Floor,  ...
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Casestudy Cequity Value Segmentation Retail

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Segmentation based on customer’s contribution Utilizing segmentation to identify contribution of each customer within the transactional database
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Casestudy Cequity Value Segmentation Retail

  1. 1. CASE STUDY Data Driven Loyalty Program Managing End-to-End Loyalty Program through Analytics Client: Large Retail Chain
  2. 2. Summary
  3. 3. Segmentation based on customer’s contribution   Utilizing segmentation to identify contribution of each customer within the transactional database. High Grow Preserve Spend in store Maintain/Drop Foster/Cultivate Low Visit frequency Low High Useful to make relatively Useful to nudge the stable customer base so that customers towards a the membership becomes stronger/more profitable long lasting relationships
  4. 4. Value Segmentation Cequity deployed scoring technique to construct the segmentation for the Retail service provider for identifying the subscribers with various value band on historic and observed transactional data and key business parameters. Cequity’s Value Segmentatio n Developmen t Stages
  5. 5. Segment the customers From Transaction Data Identify the pattern customer’s purchase Segment the customers based on profit Loyals Potentials Nascents Dormants Almost 1/4th of the entire 2nd largest segment Non-Profitable for long customer base, generating needs as emerging term business approx. 70% of sales customers relationship
  6. 6. Customer Profiling Demographics Geography Purchase trend Category Penetration Vintage Visit Freq.& Trend Spending Profiling the customers from Category habits various segments on Affinity different dimensions
  7. 7. Results Cequity’s data driven loyalty program has become the key driver for all one-to-one and CRM marketing programs. We are partnering with clients to support in customer database management, segmented marketing program, dashboards and MIS for Marketing teams to take quick business decisions and also for planning; executing and monitoring of the retention campaigns. The programs have led to a potential savings of over US$ 2 million
  8. 8. Worldwide Offices INDI A USA Mumbai Office: 105-106, 1st Floor, Chicago Office: 626, Grove Street, Anand Estate, 189-A, Evantson, IL 60201 Sane Guruji Marg, Mahalaxmi, Mumbai-400 011 Phone: +91 22 23000133, 23054039, Fax: +91 22 23053809 www.CequitySolutions.com info@CequitySolutions.com

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