Ten Ways to Identify Super Shoppers with High Lifetime Value

August 27, 2014

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At AgilOne we have analyzed over one million shopper profiles to come up with a top ten list of signals that may indicate a prospect will become a high value shopper. As a marketer armed with this information you may decide to spend more money to acquire these types of shoppers or to offer more aggressive incentives to retain these shopper.

Let's dive into the 10 things that can help you identify those super shoppers.

1. Size of the first order

In our data we’ve seen that customers who make a larger order are X times more likely to become a super-shopper.

2. Discount on the first order (if any)

Our results show that customers who use discounts on their first purchase are less likely to become a super shopper. A customer who doesn't use a discount on the first order means that s/he is attracted to the store for reasons other than price and savings. This can indicate a higher chance of becoming a super-shopper

3. Multiple types of products in their first order (or orders)

Having multiple types of products in a cart indicate that a customer is looking for a one-stop shopping destination. A customer with socks and a watch in the first order has a higher chance of becoming a super shopper than a customer who is simply buying pants (even if they’re the same price).

4. Time between first and second order

The shorter the time between the first and the second order the higher the likelihood that a customer will become a super shopper. The time between orders indicates a customer’s enthusiasm over a brand and their satisfaction with its products or buying experience.

5. Time spent on website

The more time a customer spends on the website the higher the likelihood of them buying more. Naturally, spending more time on the website means greater exposure to different products and marketing messages.

6. Open/click rates on emails

Individuals that interact with email campaigns are more likely to be high value customers. The higher open rate indicates a greater level of interest and potential lifetime value. This means that your marketing messages and offers that are sent to them should treat them as such.

7. Social media engagement

Data shows that customers who are more engaged with a brand on social media are more likely to become super shoppers.  When customers are engaged on social media, they become part of the conversation and feel listened to. This is the start of a true brand loyalist.

8. Acquisition source

Where a customer came from matters. Did the customer see a banner ad on a Yahoo? Or did the customer come from a fashion blog? The customer who came from a fashion blog is more likely interested and influenced by style and clothing than a customer who stumbled across your website through a Yahoo! ad.

9. Geography

Customers in certain zip codes, like Beverley Hills, have a higher likelihood-to-buy and a higher lifetime value than Campbell, Alaska. Not only do zip codes indicate average income levels and population density, but they can also be used to proximate how far a customer is from store locations and how direct mail campaigns should come into play.

10. Seasonality

It’s important to discern holiday-shoppers from loyal shoppers. Holiday shoppers are generally customers buying gifts in a one-time or yearly purchase. Making sure you recognize who they are is important so you don’t spend valuable marketing resources on them.
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