Luxury brands face many challenges to continue to grow. Among these challenges, understanding customer journeys is essential to anticipate and optimize product inventory allocation, sales suggestions, while maintaining a unique luxury experience. In this context, our client, a world leader in luxury goods, wanted to work with our team of consultants to create a mapping of multi-timers’ customer journeys (customers making several purchases during a given period) and to better understand their cross-sellings in order to identify typical purchasing behaviors, especially those of VICs.
Supporting the client in the creation of the customer journey mapping
Our intervention with the client began with an in-depth analysis combining transaction data, customer records, store data and other data. We then characterized the different types of multi-timers customer journeys, identified cross-sellings opportunities within a single purchase and between several purchases, as well as the product combinations that stood out the most in number and value, by geography and customer segment.
Thanks to our support, our client benefited from a better understanding of multi-timers’ customer journeys and associated cross-selling, allowing them to optimize their offers, marketing campaigns and sales processes. The client’s sales advisors were also trained on best practices in customer relationship management and experience personalization thanks to these results