An automated program designed to drive repeat purchases of specific products with a regular purchase cycle.
Tactic details
Overview
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 Replenishment Tactic uses only those products that are marked as available in your product catalog.
Prerequisites
The prerequisites for the Replenishment Tactic to work are the following:
- Smart Insight
- Predict
In case you are planning on using a Repeatable Block but you are not sure how to integrate one, read though Inserting a Repeatable Block.
Basic workflow
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. To calculate the individual customer habit, it'll require purchasing the same product at least 3 times by a customer. To calculate the product level replenishment frequency the algorithm requires purchasing the same product 3 times by 40 consumers. 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.
The default setting is All contacts who have replenishable products in 7 days. The time range that can be set is between -5 and 30 days, where -5 means that five days have already passed since the product should have been replenished.
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.
Automation Center program
The program looks like this.
The Max AI element
The program runs every day and uses an AI segment to return all customers who have replenishable products in X days.