Look At This, Reactivation Lovers!

Have you ever noticed that a lot of songs from the 70s and 80s used the word "lovers"? Those were wild times, dear readers.

But I digress.

In order to reactivate customers at a credible level, you have to love the process. Lovers of the process stack attributes on top of each other. One of the attributes you stack is "winning items".

In this example, to make analysis easy to digest, I analyze 18 month 1x buyers who only purchased one item in the first order. Was that item a winner (graded as "A"), or a B / C / D / F item, where "F" items are items that only sold a few units during the year?

• Rebuy Rate for "A" Items = 4.55%.
• Rebuy Rate for "B" Items = 4.38%.
• Rebuy Rate for "C" Items = 3.99%.
• Rebuy Rate for "D" Items = 3.74%.
• Rebuy Rate for "F" Items = 2.99%.
• Average Rebuy Rate = 4.03%.

If the customer is a first-time buyer purchasing just one item, and that item is not a good-selling item, then the customer is less likely to purchase in the future ... even after 18 months passed.

Go look at customers who haven't purchased in a long time and segment the customers by the quality of the item purchased by the customer.

So far, we've stacked a lot of wins together.

• More items matters.
• Independent of items purchased, AOV size matters.
• Selling at full price matters.
• Selling best-selling items matters.

Dig into your customer database, collect the attributes I've described here, and do something positive with the information!!!