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Digital Forum: Turning First-Time Shoppers Into Loyal Consumers

Attracting new people is expensive.  But turning one-time shoppers into loyal customers can be complicated.   “It’s a subtle mix between the right category and the right ticket price,” Agathe Westad told the crowd during the WWD Digital Forum in New York City earlier this month.  That’s where Optimove comes in.  The Tel Aviv-based software company, which also has offices in New York and London, uses data analytics to develop personalized marketing strategies. Turns out, consumers are dropping hints all the time as to whether they’ll come back. On the flip side, Westad said there are things companies and brands can do to minimize the likelihood that they’ll get ghosted by the shopper.  But the formula varies.  “Segmentation is idiosyncratic; it’s about what makes your customer stick,” said Westad, director of new business at Optimove. “For each brand, you have to understand what that life cycle is. If you don’t have an understanding of what that life cycle is, it’s going to be difficult to create longtime customers.”  Agathe Westad  Patrick MacLeod A number of factors — like the day of week of purchase, time of day, order amount and product category — help predict whether a consumer will return. They also provide a guidebook for companies to map out

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