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Customer Marketing - Client: Oreck
Objective - To maximize the lifetime value of each Oreck direct, internet and retail customer through innovative and strategic retention efforts via direct mail, outbound telesales and email efforts.What we did…what happened - Managed the creation and launch of a new customer database that increased Lifetime Customer Value (LTV) by supporting stronger house-file segmentation strategies.
Leveraged LTV information from the new database to establish a segmentation strategy based on recency, frequency, channel, product and demographics to lift response and ROI.
Redesigned the customer contact strategy to more profitably execute customer marketing campaigns through strategic timing of offers.
Data mined using predictive modeling and cooperative database overlays to identify opportunities for profitable mailings to the older names on the file, and quicker re-promotion of the most desirable new customers.
Found new marketing opportunities for older products increasing product lifecycles, and developed new product bundles that appeal to specific consumer segments through analysis of demographic overlays.
These strategies allowed our profitable retention contact volume to double from FY06 to FY07.
