T: 0208 150 2545
E: info@thesquarewindow.com
E: info@thesquarewindow.com
Case Studies
Unlocking Database Secrets for a multi-channel retailer
Converting Enquirers into Customers…
Practical Insight for London Chamber of Commerce
Unlocking Database Secrets for a multi-channel retailer
A company’s database often holds valuable secrets. Unlocking these usually proves to be both enlightening and rewarding. Enlightening because database analysis can overturn working assumptions regarding who is buying from you, how they’re buying and marketing strategy and drive better-targeted, more-profitable communication programmes.
The Square Window has recently completed a full database analysis for a music mail order client. They were quite startled at the results! For example:
- Only 47% of their customers had made a purchase in the last 12 months.
- Their top 10% of customers were 3 times more valuable than the next best 10%.
- Their retention rate was lower than they thought (and was declining).
- Sales channel analysis showed a dramatic shift in the last 2 years.
Armed with this knowledge, we have since gone on to develop and implement marketing communications that have dealt with the actual issues identified and significantly increased their ROI..
For more information about our Data Analysis and Interpretation services click here.
Converting Enquirers into Customers…
Acquisition can be expensive, especially if there are more cost effective ways of generating more sales. Imagine the effect on your profitability if say an extra 10% of your ‘Enquirers’ went on to buy.
A well know beauty mail order company used one of our methods to increase their enquirer conversion rate by over 150%, AND more than double their repeat purchase rate…
By first analysing the customer database it was found that the key issues were low enquiry conversion and a high number of customers only purchasing once. Then by mapping the existing customer journey it was possible to identify customer triggers and develop appropriate marketing communications to influence behaviour.
We have since worked with the same client to improve the customer segmentation model. We reviewed the existing model and enhanced it to increase the effectiveness of their campaigns, make marketing communication more customer focused and reduce marketing wastage.
Practical Insight for London Chamber of Commerce
Having the benefit of an outside or external view can be invaluable. Due to pressure of work, focus on day-to-day or week-to-week activity it’s sometimes difficult to step back and consider why you’re doing something or how to do it better.
That’s why London Chamber’s Director of Membership & Marketing asked The Square Window to provide an impartial view of the Chamber’s retention programmes. They required an assessment of their current retention strategy and processes to identify areas for improvement; analysis of how they could better segment their membership to increase communications effectiveness; a general critique of retention communications.
Our report-back to London Chamber identified the key issues facing their retention strategy. We also clarified the key ‘drivers’ of Chamber member loyalty and demonstrated how the Chamber’s member communication programmes (on- and off-line) could positively affect these ‘drivers’.
"The Square Window has provided our members with sound marketing advice and fresh and innovative ideas to help them market their products and services. The Square Window was therefore an obvious choice when London Chamber was recently looking for some advice on maximising its own marketing."
Laura Bishop-Clark, Director Membership & Marketing, London Chamber of Commerce.
For more information on our services please click here.
_________________________________________________________________________________
Home | Who we are | What we do | Our Clients | Case Studies | News | Contact Us