<aside> 🎯 Goal: generate more 2nd purchases

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In order to increase the percentage of first-time buyers who make a second purchase, we will predict the best time to contact them after their first purchase.

The idea is to use the average purchase frequency of the products purchased in the first purchase. For example, if the customer bought a shirt, and we know that on average customers buy shirts every 6 months, it is relevant to start offering shirt deals 5 months after the first purchase.

You can then trigger a marketing scenario to send offers to initial buyers at the best time.

<aside> ✅ Required

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Data sources

• Customer list
• Purchases made
• Products purchased

Tools

• Marketing Automation

Why / when should you consider this use case?

In most retail businesses, a large percentage of customers are one-time buyers. If you can turn more of them into repeat buyers, the impact is huge.

It's clearly easier to convince a one-time (satisfied..) buyer to make a second purchase than to acquire a new customer. In general, it is considered that acquiring a new customer is 2 to 5 more expensive, see infographic on the subject.

You can create a marketing automation scenario to send a sequence of emails a few weeks after the first purchase. However, it is a shame not to take into account the nature of the first purchase. Depending on the products purchased, you can define a timing adapted to each persona.

How to set up this use case?

<aside> 🚫 Before Octolis

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• Internal lobbying for technical help or budget for agency intervention.
• Lots of time spent pulling source data, talking to the technical team, tracking the project, etc.
• No autonomy to change the logic. Any change can take weeks or even months...

<aside> 🚀 With Octolis

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1. Connect your data sources
2. Create an audience with your contacts and purchases
3. Add a calculated field "Second purchase prediction".
4. Send the audience to your marketing automation tool... and enjoy the results.