Project Description

PRODUCT CROSS SALE

Background

The Client, a retail/e-commerce company, wanted to find out what next product to communicate to their customers individually, instead of all customers receiving the same offers. The Client had over 50 product categories and a huge number of one-time buyers on their mailing list. The objective is increasing customer value and ROI, especially of first time buyers.

Challenge

The Client realized that attempting to personalize communication using marketing automation flow would increase operational complexity and would not scale. It would also rely on assumptions about what product category is most relevant for every customer.

Solution

One Prediction ranked all product categories towards each individual customer. The Client would then select the most relevant categories and send in email communication.

Results

One Prediction could predict 65% of the next sales from number 1 and 2 recommendations per customer, out of the 50 possible recommendations. Consequence was increasing customer lifetime-value and ROI on customer acquisition.