Retention and customer value
Repeat rate, second-purchase economics, contribution margin and how to model lifetime value without flattering yourself.
Is our customer worth more than it costs to get them — over the right horizon?
First-Party Data for Ecommerce: Beyond Email Capture
An email address is an identifier, not an insight. An effective first-party data strategy uses it as a key to progressively learn what a customer wants, when they want it, and their household needs. This understanding drives relevant merchandising and builds long-term value, something a simple email capture form cannot do alone. Most retailers are missing this opportunity.
An Ecommerce CRM Strategy for Home Retailers: The Real Question
Most home retail brands focus their ecommerce CRM strategy on email frequency and campaign revenue. We argue this is a mistake. The real question is whether your business is organised to maximise customer lifetime value across different categories and long purchase cycles. Here is our position, based on our work with UK retailers.
Ecommerce Retention Strategy: Are Home Brands Over-investing?
Our benchmark of 75 UK home retailers reveals a critical gap between acquisition maturity and retention capability. We argue this is an organisational and economic issue, not a technology one, and it is costing brands their most profitable growth.
Retention is a merchandising problem before it's an email problem
When repeat rate slips, the CRM roadmap gets the blame. Usually the range, the second purchase and the reason to return were never designed in the first place.
The growth notes
Occasional, considered writing on where growth actually gets stuck. Read by the people who own the number.
No spam, easy unsubscribe. See our privacy policy.