[Example of customer rank]
| Definition of customer rank | # of customer |
Sales (THB) |
|
|---|---|---|---|
| VIP | Total spent is more than 30,000 THB, or total # of item is more than 8 (in recent 3 years) | 2,000 | 110,000,000 |
| Repeat customers | Total spent is 10,000 ~ 29,000 THB, or total # of item is 3 ~ 7 (in recent 3 years) | 5,000 | 120,000,000 |
| New customer | Total spent is less than 9,999 THB, or total # of item is 1 ~ 3 (in recent 3 years) | 20,000 | 70,000,000 |
| Potential customer | Never purchased | 8,000 | - |
[Example of communication plan]
| Customer segmentation | Objective | Content | Communication method | KPI | ||
|---|---|---|---|---|---|---|
| Rank | Other condition | # of customer | ||||
| VIP | - (all) | 2,000 | Maintain royalty by expressing they are most important customers to us |
“Exclusive special event for VIP customers” Enjoy special dinner and limited item sale event at XX hotel |
・Phone ・DM (Direct mail) |
20% of eligible customers apply for the event |
| Repeat customers | No purchase within a year | 3,000 | Prevent dormancy |
"New product trial campaign" Lend a new product for free for a certain period to all applicants |
15% of eligible customers apply for the campaign | |
| New customer | - (all) | 20,000 | Let them remember us for future purchase |
“Thanks message” Thanks message for first purchase, Tips on how to use, how to care the product |
30% of eligible customers open the email | |
| Potential customer | - (all) | 8,000 | Provide opportunities to purchase |
"Welcome Campaign" Give a free gift with your first purchase within the campaign period |
・Email ・SMS ・Online advertising |
10% of eligible customers purchase |
