The problem
A decline in visits can go unnoticed when transaction data and marketing execution operate separately.
The signal
Purchase recency, historical frequency, value and store/channel activity where integrated.
The action
Select an eligible re-engagement audience, tailor an appropriate message or offer and respect communication controls.
The measurement
Re-engagement, eligible repeat purchases, store visits when available, margin and customer value movement.
A practical question
Who used to shop with us, what changed, and what can we do that is relevant?
Key terms
TermDefinitionCaveat
Retention
Customers active in a defined cohort at a later period, divided by the eligible original cohort.
The cohort and what counts as purchase activity must be clear.
CLV, historic
Value attributed to a customer to date. Say whether it is revenue or contribution.
Not a forecast of future value.
Reactivation rate
Definition to be supplied by Analytics.
The source documents name this metric but do not define it.
What IDEAL could add
Evidence-based identification of unusual customer behavior and a proposed low-risk response for approval.
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