A new loyalty programme mechanism
A programme to encourage repeat purchases, increase order frequency among regular customers and reactivate inactive customer segments.
Read the case studyCustomers & product
B2C customer segmentation and lifecycle
Customer segmentation using RFM and LTV, communication design informed by the customer journey, and automated messaging following A/B tests and comparisons with control groups.
Project leadContext and challenge
Developing relationships with B2C customers required identifying which offers and timings encouraged different customer groups to purchase. The work involved detailed segmentation, customer journey research and evaluation of communication effectiveness. Comparisons with control groups were intended to establish which communication scenarios generated additional purchases.
My contribution
I led customer segmentation and lifecycle analysis. I researched the customer journey (CJM), conducted RFM and LTV analysis, developed the segmentation and proposed automated communication scenarios. I organised tests of offers and message timing using A/B testing and control groups. The findings informed the rollout of regular communications and a reporting system to assess effectiveness and guide further adjustments.
Approach and solution
Segmentation and customer journey research
- Divided the customer base into many small segments. RFM analysis provided the foundation: purchase recency, frequency and monetary value. I also considered the LTV of customers within each segment to connect purchasing behaviour with their value to the company.
- Used customer journey research to identify suitable contact periods and offers. Developed communication scenarios for each segment based on its behaviour and stage in the relationship with the company.
A/B tests and control groups within segments
- At launch, divided each segment into subgroups to A/B test offers and message timing. Established a control group within every segment to evaluate communication effectiveness.
- Ran a series of tests and compared results within individual segments. Used the findings to select the most relevant offers and effective contact timings for each customer group.
Implementing automated communications
- The research informed the implementation of regular automated SMS, push notifications and email campaigns. Offer content and sending times were defined separately for each segment.
- Test results became the basis for regular customer communication scenarios. This enabled consistent use of the selected terms while retaining a tailored approach to small customer groups.
Reporting, monitoring and scenario refinement
- Developed reporting and monitoring to evaluate communication effectiveness. The analysis enabled results to be assessed by segment and purchase conversion to be compared with the corresponding control groups.
- Refined offers and message timing several times during ongoing operation. Changes were based on further A/B tests and comparisons with control group results.
Outcome
Purchase conversion among customers receiving communications was 35% higher than in the control groups, averaged across all segments. The comparison confirmed that the programme generated additional transactions. Regular, relevant communications also strengthened customer loyalty and relationships with the company.
This was a team project. Figures are based on the project team’s materials, with my role identified separately.
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I’d be happy to discuss working together
We can discuss ongoing collaboration, a project or a specific analytical task. Contact me by email or WhatsApp.
I live in Tbilisi, Georgia.
I am available for remote collaboration only and am not open to relocation.
I work under employment contracts governed by the Russian Labour Code, civil-law services contracts (GPH), employment contracts governed by the Georgian Labour Code, or as an individual entrepreneur registered in Georgia.