My wife loves to take my daughter to womens soccer matches.
Last year after having attended a few of them, she got a call from someone pitching the idea of season tickets.
Normally we ignore sales calls but since this was for a product she was interested in and actively buying multiple times, she listened and got more details.
We ended up getting a pair of season tickets.
Looking at this from the club's perspective,
- they identified a repeat customer based on their purchasing behavior (e.g. purchasing and attending three games in a row),
- they made an offer (better seats, cheaper, guaranteed),
- and then by consistently delivering they won a long-time customer.
Best of all for them, using the product (attending) further reinforces the value and makes it more likely the customer will come back again.
Now we're about to renew our season tickets which will take our LTV to about 20x the price of a single game.
But none of this would have happened without first identifying a potential customer who could benefit more from the product. We didn't even consider season tickets as an option.
How are you identifying these customers in your store?
If you're like many stores, you might not know.
If you'd like help digging through your customer data and segmenting them, Repeat Customer Insights can help.
Its analysis will help you find groups of customers so you can begin to understand their actual behavior.
Eric Davis
