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Drive up average basket value and customer lifetime value through cross-promotion of similar items within a product category or family.
Tactic details
Overview
This lifecycle Tactic is enhanced with an additional content block for personalized category-level recommendations for the individual customer and an offer for leads, defecting and inactive customers.
It supports the Revenue objective and affects the following strategies:
- First-time buyers to repeat
- Retain active customers
- Upsell/cross-sell
- Increase average order value
Basic workflow
This tactic looks for first-time buyers and then uses a personalized product recommendation of similar items within a product category or family.
Automation Center program
The program looks like this.
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Entry node
The program starts with a Recurring filter node that runs every day and uses a Smart Insight Customer lifecycle stage segment that returns all first-time buyers and sends an email with product recommendations of products within the same category or range and a personalized voucher code (e.g. 10% off). -
Email path
The program then waits four days after the initial email before filtering again to see if a purchase has been made in this period. If TRUE, the contact exits the program. If FALSE, a reminder email is sent.
