Finding more of the right customers, and keeping them.

Most businesses know how many customers they have. Fewer know how many come back, what a returning customer is worth, or who has quietly stopped buying.

Get a free 45-minute chat See the other places I look

Where it leaks

Five places customer value quietly slips away.

These are questions you can ask of your own numbers. If you can't answer one from them, that is the place to start.

Repeat rateWhat share of your customers buy a second time, and how long does it take them?
Customers who have gone quietWho used to buy regularly and has stopped, and has anyone contacted them?
Cost against worthWhat does it cost to win a new customer, and what does a repeat customer spend over a year compared with a first-time one?
The loyalty programmeDoes it change how often people buy, or does it discount purchases that would have happened anyway?
What the customer data is used forIs it used to decide what to buy, promote and stock, or does it sit in a report?

All five can be answered from your sales records, as long as purchases can be tied to a customer.

Where I've done it

The record behind this page.

GM Customer Insights at Briscoe Group, building the tools that put customer data in front of the board and executive team.
Worked on EziBuy's acquisition of Max Fashions, and on its sale to Woolworths Australia in 2013, where customer data became a core selling point.
At Briscoe Group, brought a new insight to the weekly insights committee each week and built on the last. Research showed customers could not find the product they wanted in store, so a signage programme was built and tested in store. Large overhead signs worked best for helping shoppers find product.

The first conversation

What the first 45 minutes covers.

You tell me who buys from you and how often, and I tell you where I'd look first. Customers are a real specialty for me. On a customer file I look at acquisition, retention and reactivation over time. Then I look at churn and lifetime value, to understand what the customer base is worth and where the leaks are. You get a one-page readback of where the money is most likely being lost. Any work after that is scoped with you before it starts.

FAQ

Questions

What is customer retention?

Keeping customers buying from you after their first purchase. It is often cheaper than finding new customers, so the repeat rate is one of the first numbers worth knowing.

Do I need a loyalty programme?

Not always. A programme earns its place only if it changes behaviour: more frequent purchases, or higher spend from people who would otherwise have bought less. The first chat tests that against your numbers.

Do you only work with retailers?

My background is retail, e-commerce and product businesses, so that is where I'm strongest. I also take on other businesses where I can help. If you're not sure you fit, tell me about your business and I'll say so straight.

What does it cost to get started?

The chat's free. After that my time costs money, and if the results don't come, you'll know why and we'll sort it out.

Finding more of the right customers, and keeping them.

Five places customer value quietly slips away.

The record behind this page.

What the first 45 minutes covers.

Questions

Other places I look

Tell me about your business.