Strategy - Marketing Week

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Translating The SCV Into Customer Segmentation - Using Visibility Strategy By using your SCV you’ll start identifying customer segments which can be plotted into your customer life cycle ‣ You define the criteria of what qualifies a customer to fall into each segment Prospects Customers Repeat Customers High Value Repeat / Loyal Customers Lapsed Some engagement eg. Email sign up or visit in store with no purchase but data captured Made one purchase More than 1 purchase High spend, high frequency loyal customers No purchase in last 9 months Social Media impacts every stage of the customer life cycle 5 5
Aligning Strategy To Segments – Using visibility Strategy Welcome / Nursery Programme Frequency & Up Selling Strategies Retention Strategy Prospects Customers Repeat Customers High Value Repeat / Loyal Customers Lapsed Some engagement eg. Email sign up or visit in store with no purchase but data captured Made one purchase More than 1 purchase High spend, high frequency loyal customers No purchase in last 9 months Reactivation Strategy 6 6
Page 1 and 2: Leveraging The POWER of Loyalty “
Page 3 and 4: Loyalty Means Business Background
Page 5: Single Customer View - Creating Vis
Page 9 and 10: “(Brands) that find ways to engen

Strategy - Marketing Week

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