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Teleflora + Custora

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T H E S O L U T I O N S E G M E N T I N G C U S T O M E R S B Y C H U R N S TA G E S The Teleflora team envisioned a robust churn prevention program to help them address the customers who had purchased before, but were cycling out of their normal purchase pattern. It was important to the team that these messages diverge from Teleflora's traditional creative language in order to increase response rates and move the needle before these at-risk customers faded away completely. The team identified which of their customers fell into each of Custora's predictive churn stages—cooling down, at-risk, highly at-risk, and lost—and created emails for each stage, using a series of escalating offers. Segmenting by churn stage both allowed the team to create more relevant, personalized messaging, and to optimize their margins. Teleflora also wanted to test which type of offer resonated best with their customers. Did their customers prefer dollar-off, percent-off, buy-one-get- one? In 2015, a test showed that all customers preferred dollar-off offers, yet a subsequent test indicated they preferred percents. The team decided to segment further by churn stage, which revealed that some tiers preferred percent-off, and some dollar-off. One of the team's hypotheses for these results was that the dollar-off offers resonate more during busy holiday seasons, when customers are inundated with promotional offers. T H E R E S U LT S R E V E N U E P E R U S E R L I F T I N AT- R I S K T I E R S The team began putting the churn prevention program into place during Holiday 2016, and saw an immediate li across each segment of customers. They were especially pleased with the results because the holiday season is traditionally a competitive season for retailers. Teleflora saw a 17% revenue per user li in the cooling down tier, a 3% revenue per user li in the at-risk tier, a 21% revenue per user li in the highly at-risk tier, and a 25% revenue per user li in the lost tier. As they continue to discover which messaging their customers prefer, the team plans to do a monthly process of iterating, a quarterly audit, and annual re-do of the creatives for each segment. They will begin to further break-down their churn segments by value-tier and affinities for certain products. I N Q U I R I E S Brett Robbins Head of Business Development R E Q U E S T A D E M O Start your trial or schedule a demo at C U S T O R A U A great place for marketing teams to learn about e-commerce analytics T E L E F L O R A + C U S T O R A Allowed the team to create more personalized messaging, and to optimize their margins. R E L E VA N T

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