Challenges
For more than 5 years, Consortia has been supporting the client in its continuous improvement of customer knowledge, notably through segmentation, profiling, analysis of customer retention and their purchasing behaviour.
With several physical points of sale and international recognition in the luxury retail sector, referencing several major houses, providing its partners with more detailed customer knowledge and controlling fraud are major challenges.
Their main objective: to understand their customers’ behaviour and increase their loyalty.
Combining business and technical skills
A detailed understanding of the specific challenges of the luxury retail sector, as well as expertise in the various database systems, enabled us to provide value-added answers to the marketing and sales teams, and to the customer management.
We have built different segmentations, carried out different studies and CRM operations that have allowed a repositioning of the customer strategy.
Analysis and exploratory studies
- Identification of growth levers among new customers
- Analysis of the life cycle of new customers
- RFM (Recency, Frequency, Amount) segmentation and continuous improvement for associated marketing actions
- Analysis of the impact (monetary, site volume, etc.) of customers
Analysis of feelings
… through Text-Mining
- Enrichment of customer knowledge with qualitative data
- Centralisation of all customer survey results
- Python qualification of the verbatims of these surveys
Promophile segmentation
- Improved management of “generosity” towards end customers and limitation of commercial pressure
- Understanding of the business problem
- Referencing of promotions in a flat file
- Creation of classes, based on customer appetite for the promotion and the type of promotion
- Customer feedback and business recommendations
Statistical detection of fraud
… “B to B” clients
- Identification of customers with reseller behaviour in order to take legal action against them
- Identification of variables that differentiate B-to-B customers from very good customers
- Statistical recovery of B-to-B customers
- Monitoring of these customers over time
Optimisation of the Brands CRM
… and Supervision
- Quality improvement and automation of targeting rules for communications proposed to the client’s brands
- Overhaul of all the DATA processes of the Brands CRM (recommendation, execution and assessment of targeting)
- Identification of areas for process improvement
- Optimisation and automation of targeting and evaluation programmes
- Creation of new, more refined targeting rules
- Training and supervision of the people in charge of Brands CRM
5
years of collaboration
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