BACKGROUND
Our client is looking to improve their results in terms of reactivating their inactive customer base.
CUSTOMER ISSUES
The client has over 1 million addresses in its database and wants to reactivate its customers by identifying the best segments. Previously, this client used mainly RFM criteria (recency, frequency and average purchase).
IMPLEMENTED SOLUTIONS
Our approach has been to study the base of active and inactive clients and clients who have reactivated in recent months. We then defined the typical profile of the client most likely to reactivate. This profile was applied to its inactive database to select clients to prospect in a reactivation operation.
RESULTS
+
%
OF SELECTED CLIENTS
+
%
RECOMMENDATIONS
+
%
REACTIVATED CUSTOMER
* Scores obtained in testing the methods before and after modelling
