Timing customer reactivation initiatives

IF 5.9 2区 管理学 Q1 BUSINESS
Niels Holtrop , Jaap E. Wieringa
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引用次数: 1

Abstract

Firms operating in non-contractual settings apply customer reactivation initiatives such as email messages to stimulate customers who have become inactive temporarily or permanently to resume their transaction activities. Thus, firms need to know which customers are inactive, and when a customer becomes inactive. Existing approaches struggle to distinguish active from inactive customers and do not provide time-scale estimates of when to send reactivation mails. To address these shortcomings, we develop an approach to target and time the sending of reactivation mails. Building on control chart methods, we introduce a gamma–gamma control chart, modelling the average customer interpurchase time and the variation therein to determine activity boundaries. Crossing these boundaries signals a potential change in a customer’s purchasing activity, providing a signal to initiate customer reactivation. A field experiment in the greetings and gifts industry, supported by several additional analyses, illustrates the improved performance of our approach when it comes to signaling customer activity against a wide range of competing models. The improved performance of our method occurs particularly in settings where customers vary strongly in purchase and inactivity patterns.

把握客户重新激活计划的时机
在非合同环境中运营的公司应用客户重新激活计划,如电子邮件,以刺激暂时或永久不活跃的客户恢复交易活动。因此,公司需要知道哪些客户不活跃,以及客户何时变得不活跃。现有的方法很难区分活跃客户和非活跃客户,并且没有提供何时发送重新激活邮件的时间尺度估计。为了解决这些缺点,我们开发了一种方法来确定重新激活邮件的发送目标并确定发送时间。在控制图方法的基础上,我们引入了伽马-伽马控制图,对客户平均采购时间及其变化进行建模,以确定活动边界。跨越这些界限标志着客户购买活动的潜在变化,为启动客户重新激活提供了信号。在问候语和礼品行业的一项实地实验中,通过几项额外的分析,说明了我们的方法在与各种竞争模式进行客户活动信号传递时的性能有所提高。我们的方法性能得到了改善,尤其是在客户购买和不活动模式差异很大的情况下。
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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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