MoJo Service: Data Strategy / Customer Data Analysis
Unlocking customer insight to drive future growth
Laura James, an online home interiors retailer, had built up a sizeable customer base over the previous decade, with customers shopping on third-party websites as well as direct selling on www.laura-james.co.uk. To support and inform future growth, Laura James wanted to understand more about the customers buying directly from them, identify the opportunities within their customer base, and use customer insight to shape marketing and product development.
Laura James’ data held a lot of answers in terms of customers' recency, frequency and value to the brand, as well as the product correlations customers were naturally buying within, but they needed help to analyse their customer data and identify the opportunities for growth therein.
MoJo carried out an exploratory data analysis on the direct customer base, extracted from Shopify.
The primary goals were to:
● Identify customers’ shopping behaviours;
● Describe customers’ profiles;
● Group customers into segments based on their behaviours and profile.
We identified 4 customer opportunities to deliver commercial impact:
● Converting one-time shoppers to repeat customers within a short period of time
● Defining the key products that could drive a second purchase and opportunities for product expansions, especially where customers are shopping across product categories
● The role of data capture to grow the base, driving brand engagement and shopping inspiration
● Clear groups of customers based on the type of products that were being purchased
A product and RFV (Recency Frequency Value) segmentation provided practical groups that could be applied back into Shopify and used to deliver relevant marketing communications to customers, driving loyalty and repeat shopping behaviours.
Customers were then profiled using Experian’s geodemographic profiling tool, Mosaic, which helped bring the RFV customer groups to life in terms of their demographics, affluence, lifestage and interests which had practical applications into media targeting and brand positioning.
Additionally, a product and value segmentation provided practical groups that could be applied back into Shopify and used to deliver relevant marketing communications to customers, driving loyalty and repeat shopping behaviours.
By working with MoJo, Laura James gained valuable insight into how their customers were buying from them and provided ideas for applying the insight to drive growth.
Catherine Forbes Taylor, Head of Buying and Brand at Laura James during the project timeframe had this to say about us:
“MoJo has been fantastic from the start of our project.
They took the time to recognise where we were as a business, our needs and helped us understand exactly how they were going to deliver actionable recommendations from our data, and what each stage of the project would entail.
At each stage of the project, Rachel and Tash took us through their findings and how this would feed into the next stage, ensuring the progress and timelines were clear.
Rachel and Tash are also a pleasure to work with, supporting us as clients through an unfamiliar data world and always with a smile and approachable and friendly attitude, however many questions they were asked! We would highly recommend MoJo.”