SIP BY SIP: 30-DAY PROMOTIONAL IMPACT

The prepared reports are divided into three distinct customer categories based on age groups: Young Adults, Middle-Aged Adults, and Older Adults. Each report is tailored to these categories to provide clear insights, enabling the company's CMO to better understand the distribution and engagement of our customer base across different generations.

Definitions and Contents

1. Long-term Members: Percentage of customers who have been members for more than 7 years.
2. Total Customers: The total number of members/customers within each category.
3. Customers Benefited: The number of customers who completed the offer and received rewards.
4. Completion Rate: The ratio of Customers Benefited to Total Customers.
5. Revenue Contribution: The purchasing revenue generated during the 30-day marketing campaign.
6. Offer Engagement Time: The average time taken by customers to receive, view, and complete the offer.
7. Effective Offer Types: Analysis of which types of offers were most effective for each category.

Key Insights

• Completion Rate: Across all three categories, the completion rate ranges from 70% to 80%, indicating a strong level of engagement.
• Revenue Contribution: Older Adults contributed the highest revenue, highlighting their significant purchasing power.
• Offer Engagement Time: On average, customers in all categories took 15 days to engage with the offer. This suggests a delay in engagement, with half of the 30-day campaign period spent before interaction. A deeper analysis of our marketing channels is needed to improve this response time.
• Offer Effectiveness: The "Buy One Get One" (BOGO) offer is currently the most effective. However, considering that 30%-40% of our customers have been members for over 7 years, it may be beneficial to introduce additional offers specifically targeted at these loyal customers.

Recommendations

1. Enhance Offer Personalization for Loyal Customers
   • Since a substantial portion of customers have been members for over 7 years, it's crucial to introduce personalized, loyalty-specific offers. Tailoring promotions to reward long-term loyalty can boost engagement and strengthen customer retention.
2. Optimize Marketing Channels to Reduce Engagement Time
   • Reducing the average engagement time from 15 days is essential. By optimizing the marketing channels, such as utilizing more immediate communication methods like SMS or push notifications, we can ensure that customers interact with offers more promptly, maximizing the effectiveness of your campaigns.
3. Segment Offers Based on Age Group Insights
   • Customizing offers based on the unique preferences of each age group can significantly improve engagement and revenue. For example, targeting Older Adults with value-driven offers or premium bundles while using digital offers for Young Adults can better align our marketing efforts with customer needs.