challenge
- How do we define customer segments qualitatively/quantitatively?
- How can segments be implemented in business intelligence without overloading IT capacities?
- What are the needs of mytheresa.com's top customers?
- How can customer loyalty measures be tested with manageable effort?
Procedure
- How do we define customer segments qualitatively/quantitatively?
- How can segments be implemented in business intelligence without overloading IT capacities?
- What are the needs of mytheresa.com's top customers?
- How can customer loyalty measures be tested with manageable effort?
- Introduction of strategic customer segmentation
- Definition of four top customer segments
- Technical implementation of automated data analysis, introduction of an early warning system for declining customer loyalty
- Development of suitable customer retention measures for each segment
- Systematic implementation of measures in the form of controlled A/B tests, evaluation of tests, preparation of concrete next steps
results
- Churn rate reduced; customer loyalty among top customers increased
- AOV and CLV increased
- Implementation in 2013
With the support of enable2grow, we have laid a solid foundation for focusing on our top customers, approaching them with tailored measures, and further strengthening their loyalty to us."
Dr. Thomas Müller
CEO mytheresa.com