Personalised, Data-Driven Strategies to Boost Customer Lifetime Value
Challenge Overview
The client aimed to increase Customer Lifetime Value (CLTV) by addressing key customer retention challenges.
Impact Metrics
~20% increase in Customer Lifetime Value
~40% reduction in the time to second purchase among new customers
~10% improvement in overall repeat purchase rate
Solution
Collect
Analysed customer behaviour, activation trends, and transaction data using Snowflake
Analyse
Analysed purchase timings and user cohorts to pinpoint the second purchase as a critical bottleneck in driving repeat purchases.
Activate : Personalised Journeys
Developed and deployed a targeted, data-driven promotion strategy with automated journeys to drive repeat purchases among first-time buyers, leveraging first-party data on purchase history, preferences, and channel engagement to personalise customer experiences
Gamified Omnichannel Campaign
Launched an omnichannel gamified campaign across in-app, email, SMS, push notifications, and paid advertising (Google Ads, Meta) channels to drive sales.
Insight & Analysis
Analysis revealed that low repeat purchase rates, specifically between the first and second purchase, and long intervals between transactions were key factors impacting customer lifetime value (CLTV).
Role & Responsibilities
Strategic Oversight and Customer Journey Optimisation