Replenishment

This lifecycle Tactic is enhanced with product recommendations in the same product category, with incentives for leads, defecting and active customers.

It supports the Revenue objective by contributing the following strategies:

• Convert first-time buyers to active customers
• Retain active customers

The prerequisites for the Replenishment Tactic to work are the following:

• Smart Insight
• Predict

The Tactic calculates the estimated replenishment time both on product and contact level. It calculates the average replenishment time based on all product purchases and calculates the same by taking individual customer habits into consideration. Both calculations need at least three purchases. If there are less contact-level purchases, we use the calculated average replenishment time.

Example 1: a product is usually replenished every 30 days, one customer bought it twice - the calculation will use 30 days.

Example 2: a product is usually replenished every 30 days, one customer bought it five times every 20 days on average, the calculation will use 20 days.

Please bear in mind the following:

• Calculation happens at 8:00 UTC.
• Any Data Platform to Relational Data load after the calculation will replace the previous state, so only fresh data will be stored in the Relational Data database.
• We suggest scheduling the Automation Center campaigns outside of the loading hours. The approximate loading hours for Replenishment Tactic is 8:00 to 11:00 UTC.
• Product views which are followed by purchase are not filtered out from the calculation.

If you would like to change the default setting, carry out the following steps:

• Change the segment Replenishment - 7 days before to the desired value.
• Change all Replenishment - block targeting - X items, 7 days Segments to the desired value
• Go to your Replenishment campaign and change the 2nd parameter in every placeholder.
  E.g. change {{ rds.tactics.q_replenishment(contact.id, '7')[0].title }} to {{ rds.tactics.q_replenishment(contact.id, '14')[0].title }} if you want to send Replenishment notifications 14 days before a product runs out.

The program looks like this.

• Entry node
  The program starts with a Recurring filter node that runs every day and uses a relational segment that returns all customers who have replenishable products in X days.
• Email path
  The program then waits three days after the initial email before filtering for customers who made a purchase within the last three days. If TRUE, the contact exits the program. If FALSE, a reminder email is sent.