We analyzed 6bn UK transactions to identify which customers are most valuable for abandoned basket, reactivation, and retention campaigns
45-49M earning £70K+ have an avg basket of £83 (vs £36 average). Target them first for 2.3x higher basket recovery value.
Lapsed customers (45-49M, £70-80K salary) had £1,762 annual spend before churning. Cost to reactivate: £0.50. ROI if 5% convert: 35x.
Transaction values spike +48% in November (£48.56 vs £36 avg). Time abandoned basket follow-ups for Oct-Nov for best results.
Identified 26,700 buyers making £100+ transactions. These are your "surprise & delight" and "next best purchase" targets.
Your client's question: "Which abandoned baskets are worth following up with direct mail?"
Our answer:
Recommendation: Priority mail to Segment C (even at £0.50 cost, ROI is 3,500x if 5% convert). Standard mail to A & B.
Your client's question: "Which lapsed customers are worth reactivating?"
Our answer based on historical LTV:
Insight: 45-54 year olds with £70K+ salaries had 3.2x higher lifetime value before lapsing. Prioritize them for reactivation campaigns.
When do different segments spend most? Time your campaigns for maximum basket value.
Actionable insight: November shows a 48% spike in transaction value across all segments. Schedule "browse abandonment" and "next best purchase" campaigns for October-November.
Not all customers have equal basket values. Here's who spends more per transaction:
For your clients: Targeting 40-59 year olds (£50K+) yields £65-83 avg baskets vs. £36 overall average. Higher basket value = better ROI on mailer cost.
Recency, Frequency, Monetary analysis to identify your client's best reactivation targets. Who spent most, bought often, and lapsed recently?
Identify top 100 UK postal areas by segment LTV. For example: SW postcodes have 2.1x higher spend per shopper for premium goods.
Which abandoned baskets are worth the mailer cost? We can score them by historical segment behavior.
When does each segment buy most? Optimize "browse abandonment" and "next purchase" timing by demographic.
Just like you did for Harkness Roses (13.6%), 31 Dover (14%), and BigDug.
We can segment YOUR clients' customer base the same way, identifying: