Torquing up bike sales via customer analytics

Fender (A Fictitious Brand Name) is a US-based Company that designs, manufactures and markets bicycles globally. Along with bicycles, the company stores sell products in various other related segments like clothing, accessories, etc. Fender wants to increase their market share and find the right customers. This Dossier aims to enable the Customer and Marketing Executives of Fender to make campaigning decisions based on historical data.

Challenges

• Survey-based Mechanisms to identify the potential customers for cross-selling where there is a high possibility of spam by the customers due to which there is an increase in marketing costs
• Currently, there is no platform or dashboard that can help Marketing Executives to make campaigning decisions based on historical data
• No Brand Loyalty leading to customer churn

Solution

Following Insights were generated using the solution :

• Existing Customers and where do they live, Bike buyers – their buying characteristics and Probability of an existing customer buying a bike,this helped generate internal leads
• Understanding of the Potential customers likely to buy bikes within the existing customer base, which enabled precise targeting. Rather than taking the shotgun approach and targeting many users who may or may not be interested in bikes
• This Approach let to reduced selling costs, Revenue Growth, Improved Customer Profitability, Improved Brand Loyalty and Customer retention