Challenge
1 —
Significant changes in the local client base following Covid, pushing CRM teams to challenge their historical client knowledge, especially on what a loyal client is today
2 —
A desire to increase client value by developing a key product category for the brand, Ready-to-Wear
The Key Questions
1 —
What are my clients’ paths today (especially across categories) and how do they become loyal to the brand?
2 —
Which clients are the most likely to move towards Ready-to-Wear, and what actions can be implemented to facilitate this conversion?
Approach
1 —
The first step was to define client segments based on their maturity, in order to understand their level of engagement, characteristics, etc.
2 —
Then, we analyzed all the paths between these segments, to see how clients naturally evolve within the brand, and in particular between product categories
3 —
To conclude, we identified the most important paths to develop, and defined the actions to be implemented in order to allow the CRM and boutique teams to boost the behaviors that generate the most loyalty
Results
1 —
A better understanding of what characterizes a loyal client today, and in particular what allows a client to become multi-category
2 —
A clear roadmap on the actions to be implemented on the CRM and Boutique side to boost client loyalty in populations identified as having high potential
