By defining this profiling segment, it would be easy to classify the users who bring the most revenue ! This is certainly true, but it is important to be able to define how these users generate it.
Let's take, for example, two users who, with a random draw from our company's management system, will turn out to have purchased €500 in the last year.
In the first case, let's imagine that it is a customer who made a single purchase worth €500 and has not purchased again and, in the second case, let's imagine that it is a customer who has made 5 purchases of €100.
As we can understand, these are two completely different situations and, even in the first case, it remains to be investigated whether it is a purchase of a single high-value product or several items of lower unit value.
All this helps us to understand how the margins brought by the two customers are, in cyprus cell phone number list fact, completely different , just as the absolute value represented by these two types of customers is different : the first is a sporadic customer, who may have seized a price opportunity and never been seen again – the so-called opportunistic customer – the other may instead be a very valuable user for us because its value over time is destined to multiply.
If treated correctly, the latter can even become an ambassador for our brand and be the subject of campaigns that encourage them to obtain new contacts for us. They will be among the first users, for example, to whom an adhesion strategy must be addressed.
We therefore introduce three possible types of customer profiling, which help us distinguish “real” VIP users:
HERO: User who buys a lot, in absolute value.
REPEAT: User who purchases with a certain frequency
VIP = HERO + REPEAT
But what characteristics must customers have to fall into one of these types of user profiling?
A useful exercise for user profiling is to determine precisely the values by which different customers are classified and to perform an analysis of how many current customers meet these characteristics.
It will thus be possible for a brand to profile the users it has managed to "snatch" from the market, that is, those who, when a need arises, will not search on Google, but will immediately think of this particular company. That's LOVE!