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During our analysis, we identified that Coolclub has a high repeat purchase rate, meaning loyal customers make repeated purchases. In other words, anyone who buys for the first time is likely to buy again (avg purchase frequency > 4).
Based on this, we decided to implement a comprehensive strategy for acquiring new customers, without neglecting the need to re-engage existing ones.
The results were impressive, bringing in thousands of new customers without any additional cost for paid ads.
Our solution required a complex implementation in two parts:
Data Analysis & Segmentation.
We divided the customer base into new and repeat customers, synchronizing these segments across all advertising channels. Additionally, this segmentation includes sales from the stores (over 10 locations).
In this way, we created audiences for new customers (first-time purchasers) as well as existing ones (repeat purchasers), which are automatically synchronized across all paid channels.
Technical Implementation.
It was crucial to integrate into the purchase event the group the customer belongs to (New Customer or Repeat Customer). This way, we were able to directly update the paid media and Google Analytics with the customer's group (transaction).
This enabled us, at the Google Ads level, to run new customer acquisition campaigns and cross-check if they were bringing in new customers. We applied the same approach to paid social media campaigns as well as newsletter campaigns.
This approach allowed us to focus the budget on acquiring new customers, which we further boosted with a discount offer for new customers.
Of course, it’s worth mentioning that for existing customers, we significantly reduced the budget and allowed them to access the site largely through organic channels and the newsletter.
RESULTS:
Αυτή η προσέγγιση οδήγησε σε εντυπωσιακή αύξηση +63% σε νέους πελάτες (transactions) με το ίδιο διαφημιστικό budget για το τρίμηνο Σεπτεμβρίου - Νοεμβρίου (YoY). Ο ορισμός νέου πελάτη βασίζεται στην πρώτη αγορά στο eshop, με το email ως indicator.
This approach led to an impressive 63% increase in new customers (transactions) with the same advertising budget for the September - November quarter (YoY). The definition of a new customer is based on the first purchase on the e-shop, with the email used as an indicator.
