DECILE Customer Case Study
CPG exceeds their incremental revenue goal by 67% within 70 days with Decile
OVERVIEW
CPG brand was exploring customer data platforms. Decile was tested, with a goal of generating a specific dollar amount within the course of 90 days.
Consumer Packaged Goods
Decile's Market Basket Analysis, Sequential Purchase Report, Customer Lifecycle Reports, AI-Generated Personas, First Purchase Reports, Sequential Purchase Reports, Subscription Reports
Increase incremental revenue
Revenue goal was exceeded within 70 days of the 90 day test period
Incremental revenue goal was exceeded by
in 70 days
as of day 70, they reached
that of their benchmark
Continued Residual Revenue Being Generated
Business Question
Prominent CPG brand was exploring whether to implement a new customer data platform, or continue digital spend and decision-making as they had been.
They tested Decile, with the goal of generating a specific dollar amount of incremental revenue over the course of 90 days. After brainstorming potential strategies with the Decile team, the brand decided to lean into email marketing.
Given the short timeframe to demonstrate results, this was identified as the “low hanging fruit.” The teams began analysis of what types of highly personalized email campaigns could be deployed to reach the incremental revenue goal.
The Solution
- IDENTIFY PRODUCTS PURCHASED TOGETHER, as well as those purchased in succession
Action taken: Built out emails focused on product pairings to encourage purchase
- Identify "At-Risk" customers who are likely to churn
Action taken: Placed at-risk and churned customers into win back campaigns, highlighting products they are likely to purchase next
- Determine that certain customers typically purchased two units at a time
Action taken: Twin packs were introduced at a discounted price via email campaign
- Build an audience of those likely to purchase within the next 3 months
Action taken: Shared a discount to incentivize customers to purchase faster
- Gain better insights into which products to include in welcome emails
Action taken: Feature highly purchased products in welcome emails for higher probability of conversion
- Understand which products were being purchased in place of discontinued products
Action taken: Launched emails featuring products they were likely to buy in place of those which were no longer available
- Inform whether to add new frequency options to subscription programs
Action taken: Emails were launched with newly available subscription window offerings
The Results
Incremental revenue goal Was exceeded by 67% within 70 days of the 90 day test period