Industrial Supplier

This industrial supplier has an active customer base of over 100,000. They sell supplies through multiple channels: catalog, sales reps, outbound telemarketers and a web site. One division has products that fall into over 90 categories, and sales in some categories were falling behind last year's numbers.

Loyalty Builders did a loyalty segmentation analysis and a purchase probabilities analysis. Then our client chose one category that was seriously behind expectations and set their outbound telemarketers to calling customers identified by the Purchase Probabilities Analysis as having a high likelihood of purchase of that category in the next six months.

Results were immediately positive. The client reported feedback from the telemarketers that some of their contacts were planning to reorder anyway (but hadn't yet). Loyalty Builders then told the client how to further filter the probabilities list to focus on customers who had not yet ordered from this category, again with very positive results.

We also showed them how to use the two analyses in combination to identify customers with whom they had a declining share of wallet but who could be induced to purchase in the near future, plus how to identify better customers who might make an incremental purchase before the end of the fiscal year.