In retail, retaining an existing customer and encouraging repeat purchases costs a business significantly less than acquiring a new one. As the customer database grows, business owners face the challenge of effective segmentation: how to avoid sending promotional offers indiscriminately and instead make relevant, personalized cross-selling offers.
To address these tasks, Torgsoft provides the "Customer Activity Analysis" mode. When contacting technical support specialists, business owners most often ask the following questions:
"How can I select customers who purchased a particular type of product and obtain a list of their phone numbers for an SMS campaign?",
"How can I find customers who purchased a primary product, such as hair dye, but did not purchase a related product, such as a hair mask, so that I can offer them a personalized discount?",
"How can I filter inactive customers who have made only one or two purchases or have not visited the store for a long time?", and
"How can I quickly add the selected target group to an active promotion without closing the report?".
The answers to these questions are provided by the analysis and filtering tools.
How to find inactive customers and segment the database by purchases
The "Customer Activity Analysis" mode, located in the "Analysis" menu, allows you to easily view the revenue and number of sales for any customer or region over a selected period at a particular accounting center.
To help business owners find inactive or, conversely, the most active customers, the software allows the database to be sorted by the number of receipts. You can enable the «Select all customers who made the following number of purchases during the analysis period» option and specify either «no more than» or «no fewer than» a certain number of purchases. For example, by specifying "no more than 1 purchase" during the past year, you will immediately receive a list of customers who may be worth reactivating with a special offer.
In addition, for more detailed segmentation, there is a «Customer discount %» column. It allows you to analyze the database and sort customers from the highest discount percentage to the lowest, identifying the chain's most loyal customers for invitations to private sales.
The «Purchased product» and «Product not purchased» filters: a cross-selling tool
The main business logic of effective cross-selling is that there is no point in sending SMS messages about a promotion on baby diapers to customers who have never purchased them, as they are most likely not interested in this product, or offering women's lipstick to men.
To address this issue, "Customer Activity Analysis" includes unique standard product filters: «Purchased product» and «Product not purchased». Combining these two filters makes it possible to create effective selections for cross-selling by identifying unmet demand.
Practical example
If you sell cosmetics, it is useful to select customers who purchased hair dye by adding this product to the «Purchased product» filter, but did not purchase a hair care mask by adding it to the «Product not purchased» filter. Once you have obtained this list, you can offer these customers a targeted discount on a post-coloring hair mask.
These filters allow you to specify the request in detail by selecting a Season, Supplier, Manufacturer, Product type, or a specific Barcode. If you click «Show products that match the filter», the software will display a visual list of products based on the selected settings. If the additional "Customer Profile and Binotel Calls” option is enabled, an Interests filter will also become available in the form.
What to do with the resulting list: campaigns, promotions, and calls
After compiling the required target audience as a table containing full names, phone numbers, sales amounts, and dates of the most recent purchases, you can perform several management and marketing actions directly from the analysis window:
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Creating a list for an SMS/Viber campaign. Select the required customers and click «Include in bulk campaign». The selected customers will immediately be added to the bulk campaign so that you can send them personalized SMS, Viber, or email messages. This function is available when the corresponding additional option is enabled.
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Instantly adding customers to a promotion. To enable quick assignment of an audience to promotions, the «Add customers to promotion» button was developed. This provides a unique opportunity: using product filters, you can add selected customers to an existing marketing promotion without closing the analysis form.
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Call management for sales managers (Telemarketing). The «Create contact» action, which records the results of individual communication with a customer, and the «Add to after-sales call list» action are useful for the sales department. Clicking the latter opens a survey selection window, after which the selected customers are added to the list of counterparties for systematic follow-up calls.
Using the "Customer Activity Analysis" mode in Torgsoft transforms raw data into a manageable marketing tool that helps accurately segment customers, increase the average order value, and encourage customers to return to your store.
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