ADVANCED ANALYTICS SLASHES CHURN BY OVER 90% Q. How did this trade-led retailer redefine the way they targeted emails and slash email churn by 90% as a result? A. By using Planning-inc’s Category Affinity Model to predict the content that will appeal to their customers most. WHAT’S THE STORY? The client’s CRM team send out a huge number of campaigns each and every week, driving massive revenue. They of course knew that the more relevant their targeting was, the better the responses. But a new focus on maintaining the size of the marketing consenting base meant relevancy was more important than ever. The wider business meanwhile wanted volume for key campaigns, believing the more emails you send, the more revenue you’ll make. How do you find the balance? WHAT WE DID We implemented the our Category Affinity Model - a machine-learning algorithm that automates the analysis of vast volumes of web browse, on- and offline transactional and email engagement data. The model was then able to accurately predict each customer’s likelihood to buy from both a category they’d previously bought in as well as how likely they were to buy in a new category altogether. THE IMPACT The Category Affinity Model has helped this retailer totally rethink its email program. The CRM team can now forecast volumes and revenue to manage trading teams’ requests, reducing email volume by up to 50% while still hitting category sales targets. The retailer has also reduced email churn by up to 90% by using the model to directly target specific customers and improve relevancy. Previous HALFORDS PEDALS PERSONALISATION FROM WEBSITE TO TILL Next SCV POWERS CUSTOMER CENTRICITY AT HALFORDS Contact Us Planning-inc Ltd, 90 Union Street, London, SE1 0NW contactus@planning-inc.co.uk +44 (0)20 3998 7310 Registered Office: 75 Bermondsey Street, London, SE1 3XF. Registered in England and Wales No 4118854. Copyright © 2021 Planning-inc. All rights reserved. Site Links What We Do Products Blog Who We Are Contact Careers Privacy Policy Cookie Policy Subscribe By entering your email address, you agree to receive the latest marketing and insights from Planning-inc. You can unsubscribe at any time. SIGN UP For information on how Planning-inc uses your personal details, please see our Privacy Policy. We use Analytical Cookies to enable us to collect anonymous information on how visitors use our website. This helps us to make improvements to the website content and navigation. If you Decline, we will not use Analytical Cookies to track how you use our website, but a single cookie will be used to remember your preference. Strictly Necessary cookies will still be used. For more information please see our Cookie Policy. Accept Decline