CHALLENGE

Struggling retaining customers and understanding key behaviors and strategies to drive LTV. Value of new customers was decreasing from acquisition tactics attracting poor quality consumers.

WORK

Leverage business intelligence across consumer, customer, product, and brand to lay the foundation for strategic action plans across retention and acquisition digital marketing. Specifically to capture the health of the current customer base, the core behaviors of loyal customers, the products that drive repeat, and the optimal approach for acquiring new high value customers across search and social.

Create a new value based segmentation for opportunity identification, establishing graduation and segment goals, understanding how much we can invest in each segment (LTV, Expected order, expected profit).

RESULTS

Increased 3-month retention rate by 33% while increasing LTV by 15% which resulted in increased media spend to scale new customers by 50% YoY.