Rewarding customers is important, but if we want to grow closer to them and strengthen our business, we have to use our loyalty data to try new things with them.
diginomica: How DAVIDsTEA uses loyalty program data to change experiences – and results, 2018-Jan-16 by Jon Reed
...The rate of re-activated DAVIDsTEA customers is up 47 percent. (that means a customer that was active, say, in 2015, but not in 2016).
Figuring out the precise number for an action is huge. In the case of retention, the magic number is 140 days. Artun:
By looking at that metric, you can figure out there’s a break point around 140 days. So what the brand does is that, as the customer stops coming to the store or buying online, keep track of how long it’s been – and create a trigger message.
With any data project, the plumbing is important. AgilOne pulls relevant data from DAVIDsTEA’s operational systems, including its Microsoft Dynamics ERP. They also pull data into AgilOne from their marketing campaigns on Facebook and elsewhere. “The data is being pushed there every day,” says Laporte.