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 To download visit: blog.cequitysolutions.com and www.cequitysolutions.com

Business Technology

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

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

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

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

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

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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Casestudy Cequity Value Segmentation Retail

1. CASE STUDY Data Driven Loyalty Program Managing End-to-End Loyalty Program through Analytics Client: Large Retail Chain

2. Summary

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. 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. 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. 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. 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. 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

Casestudy Cequity Value Segmentation Retail

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