CCG can get you back on the road to increased customer spending.
BOTTOM LINE
Industry:
Retail
Challenge:
Quantify opportunity to improve customer spending and develop customer-centric communications.
Solution:
A purchase behavior analysis revealed that the most profitable customers had significantly cut their spending.
Results:
Actionable steps were developed to increase frequency, average sale and number of departments shopped.
Incremental revenue is the goal of any retailer’s loyalty program. So when one of the nation’s largest independent department stores found that its program results were stalling out, CCG had an idea of where the problem might be.
By identifying trends in purchase behavior, CCG discovered that the top 20 percent of the company’s most profitable customers had significantly reduced their spending. Once it found the leak, CCG was then able to target the greatest opportunities for improvement and create an actionable strategy that included:
Using satisfaction surveys to find out how to meet more of the top customers’ needs.
Refreshing the program’s benefits, reward structure and communications strategy to create aspirational momentum and recognition of core customers.
Developing an integrated customer communications program aimed at increasing the number of departments shopped and consolidating purchases at the store.
Looking to rev up loyalty program results?
Call Greg Sultan, SVP, National Marketing Manager,
at 800.525.0313 x122, or send an e-mail to greg.sultan@customer.com
