After interrogating the data and existing customer research, we identified key points in the buying process where customer orders would either increase or tail off and we wanted to exploit these to optimise sales opportunities.
Typically these milestones would be based around recency, frequency or size of last order. We used these data points, to create a series of trigger programmes that kicked in when specific ‘milestones’ were met.
We also created a series of follow-up programmes that sought to increase the value of future orders, by using details of the most recent order as a stimulant for other suggestions – similar to amazon’s, ‘people who bought also like this’.