CUSTOMER FREQUENCY

CCG keeps your customers coming back.

BOTTOM LINE
Client: Proflowers.com
Challenge: Turn its number of one-time buyers into repeat purchasers and increase customer lifetime value.
Solution: CCG conducted extensive data analyses to identify high-value customers and developed strategies for targeted email campaigns.
Results: Average response rate increased 35 percent, and the average order size increased $1.44 over control.
Perennial buyers, those who purchase again and again, have long proved to be the bread and butter of a marketer’s database. That’s why Proflowers.com, the nation’s largest direct-from-the-grower florist, was discouraged to find that its revenue forecast was becoming wilted due to its high number of one-time buyers.

To grow its base of repeat customers and drive acquisition costs down, Proflowers.com turned to CCG, which pulled together the florist’s disparate data sources to:

Define buyer types based on analysis of when and why a customer made a purchase in order to realize by season who is most likely to buy what.

Examine source codes to determine what portal and medium generated high-profit repeat buyers.

Identify purchase occasions for each individual through a Gap Analysis to synchronize customer communications based on when a customer is most likely to buy.

After identifying and segmenting its best customers and emailing customer-centric, personalized messages and offers to each group, Proflowers.com enjoyed a 35 percent increase in response rate and a $1.44 increase in average order size.

Looking to make your customer frequency and loyalty take off?
Call Greg Sultan, SVP, National Marketing Manager,
at 800.525.0313 x122, or send an e-mail to greg.sultan@customer.com