What Reactivation Looks Like by Visit Segment

If you looked at, for instance, 13-18 month 1x buyers (one purchase, last purchase 13-18 months ago), you might find that in the next month this cohort has a 1.1% chance of buying again. That's a percentage that is generally too low to impact your business, consequently, you don't pay much attention here ... other than offering this segment 40% off or 50% off or 60% off ... then you'll tell me that you are being "strategic" by offering discounts.

If you break the data down based on "what" a customer did in the past month, you see a different story.

Turns out that, in this example, thirteen (13) percent of this lapsed segment wasn't actually lapsed at all ... they're interacting with your brand.

Your web analytics package already captures the non-Community  information above ... if you hosted a community forum on your platform, you'd see the 2,026 people who also interacted with your brand. If you have an email address for these customers (which you'd likely have because you'd require these customers to log into your platform with an email address), you'd look at "what" the customer did last month and then send email marketing content that is relevant to the products the customer likely wants to purchase based on community interaction.

It's not hard to do, it's stuff that retailers were doing in the mid-2000s.

So go do something with this information ... right? Get busy!