Clear returns segmenting shoppers workshop
•Als PPTX, PDF herunterladen•
0 gefällt mir•479 views
Clear Returns CEO Vicky Brock, delivered a workshop to the Retail Forum 2015, helping retailers understand how the can use segmentation approaches to understand shoppers and maximise customer lifetime value
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (19)
Ähnlich wie Clear returns segmenting shoppers workshop
Ähnlich wie Clear returns segmenting shoppers workshop (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Clear returns segmenting shoppers workshop
- 1. Presented by Vicky Brock, CEO May 2015
- 2. Are you currently targeting different groups of customers in different ways? What do you want to achieve from this session? What challenges are you facing?
- 3. Why segment customers? What are the commercial benefits? How do you create a relevant and workable segmentation? How do you make the segmentation work and endure in the organisation?
- 4. What are the commercial benefits? Retain more revenue Cut costs and wastage Improve customer experience & lifetime spend Optimise profits Because not all customers are equally profitable
- 5. What are the business goals? “... increase revenues net of returns, reduce returns ...”
- 6. What are the customer behaviours associated with the goal? 18-25 26-35 36 - 54 55+ So what? This is poor segmentation - inactionable Fraud - returns 95% of all items bought Disappointed loyal - returns under 20% of items + high attrition rate post return Explorer - Returns 21% - 40% of items + low attrition rate post return Overbuyer - returns between 75% and 94% of all items Good segmentation Actionable
- 7. When you know the behaviours you can find the right data : Sales Satisfaction Order history (recency, frequency, value) Payment type Channel type, devices used
- 8. • Aligned to goals • Embodying or affecting behaviourRelevant • Sufficient commercial impact • Enough individuals to justify time and costs of targetingSizeable • Distinguishable from other segments • Can be served by an equally differentiated marketing or service strategy Distinct • Can be identified and serviced efficiently • Reachable by marketing channels currently or potentially availableAccessible •Has a specific, consistent and measurable characteristicsIdentifiable
- 9. Aligned to goals and KPIs Senior champion Customer advocate Quick wins Show the money £££££ (fear & greed!)
- 11. The power of faces – personas, customer profiles, customer stories ... Ongoing measurement & results sharing ... Show the money ££££ & the cost of doing nothing ...
- 12. Vicky Brock, CEO vicky@clearreturns.com @clearreturns @brockvicky