Reactivation of inactive clients

by ACTICIA Conseil
CLIENT CASE / DATA MODELING
BACKGROUND

Our client is looking for improved results in terms of reactivating its inactive customer base.

CUSTOMER ISSUES

The customer has more than 1 million addresses in his database and wants to reactivate his customers by identifying the best segments. Previously, this customer 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
  • The tests highlighted the best acquisition media, which gave the best results in terms of customer acquisition but also in terms of customer value.
  • At the end of the tests, we proposed an annual marketing plan in terms of canvassing and loyalty building, taking into account the seasonal nature of the business.

 

+
%
DE CLIENTS SÉLECTIONNÉS
+
%
DE RECOMMANDES
+
%
CLIENT RÉACTIVÉS

(*Client vente à distance, scores obtenus en test des méthodes avant et après modélisation)

Privacy Settings
We use cookies to enhance your experience when using our website. If you use our services via a browser, you can restrict, block or delete cookies via your web browser settings. We also use third-party content and scripts that may use tracking technologies. You may selectively provide your consent below to allow these third party integrations. For complete information about the cookies we use, the data we collect and how we handle them, please visit our Privacy Settings page.
Youtube
Consent to post content on Youtube
Vimeo
Consent to display Vimeo content
Google Maps
Consent to display Google content