Studying your audience

The Company: 

An online school supplies retailer that does exactly what it says on the tin – sell school books and other scholastic materials needed to make learning run smoothly.

The Challenge: Disconnected data 

Did you know that in the UK, school happens for 39 weeks of the year? That’s 195 days worth of reading, writing and arithmetic. Luckily for this business, it meant that attentive parents were already buying their products on a recurring basis. But it didn’t take long for them to realise that aside from the parents that were already flocking to them, they really had no idea how to acquire new customers at all! As a result they soon saw their growth plateau and decided they needed to hit the books and make a change.

A passing mark just wasn’t good enough!

To become best in class they would need to join all their data sources together and use them as a textbook for studying their customers’ behaviour. This way they could be hyper focused with their marketing efforts and promote more of the right products, at the right times for the parents who needed them – as well as understand how to optimise their marketing spend accordingly. 

Our Solution: Customer Segmentation & LTV

Guided by the principle that knowledge is power, we delivered a meaningful way to access and understand the buying behaviours of their customers via the Conjura Platform. With the newfound ability to filter customers according to products purchased, age of children and other factors, we helped this business to identify which segments had the highest lifetime value and were worth focusing their attention on.

Customer analytics also allowed for better decisions on which stock to prioritise pushing going into their peak selling period and with basket analysis reporting, the company was able to create bundle discounts that would improve margins and returns.

The Result: Strategy is now informed by data!

By swotting up on their customers and asking the right questions, the business became a wiz at understanding which customers were most valuable to them and was able to inform their strategy to target more just like them! This resulted in a 35% increase in net revenue year-on-year and an in-depth visibility that would allow them to constantly adapt to their customer’s needs and keep everybody overachieving forever and always.

8/8 View all

Key takeaways:

Net revenue increased by 35% year-on-year

Identified 3 distinct customer cohorts with high Lifetime Value (Customers with younger children were higher value than those with older children)

Success stories

We’re very proud to have helped many high growth businesses harness the true potential of their data! Here are just a few of our success stories to date.

Detoxed data

How we helped this cult beauty brand to purify their data and scale into new markets. Read story

Effective Expansion

How we helped CBD brand Naturecan increase their potency with customers in a new product category. Read story

Analytics Essentials

How we helped Legology to scrub up their data and gain visibility across both B2C and B2B. Read story

Keeping up with customers

How we helped a petcare subscription business to keep their customers coming back and rolling over. Read story

Unhealthy amounts of data

How we helped a natural retailer to distill a sea of data and acquire more valuable customers. Read story

Risky business

How we helped a private equity client to dodge an investment bullet and be safe not sorry. Read story

Surrendering to subscription

How we helped a media organisation to create loyalty by playing hard to get. Read story

Studying your audience

How we helped a school supplies retailer get their head out of the clouds and into a good customer acquisition strategy. Read story

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