Setting up BuyerGenomics AutoPilot allows you to keep a close eye on your customer base, respond to sales opportunities in real time, and prevent reductions in both customer loyalty and value.
Ultimately, it allows you to deliver the right message, to the right customer, at the right time.
The Buyer Lifecycle & AutoPilot
BuyerGenomics utilizes customer transaction, intent, and behavior data to calculate your customers’ Buyer Lifecycle (BLC) - which refers to the natural purchase cadence of each individual within your customer database. Every customer has their own personal cadence - whether they be a monthly buyer, yearly buyer, or more sporadic in nature - and BLC describes exactly where in that purchase cycle they reside.
AutoPilot works hand-in-hand with your customers’ BLC to deliver the most relevant messages at the most relevant time, maximizing the probability that they will purchase again with your brand.
BuyerGenomics uses 6 distinct BLC stages to identify each customer’s level of engagement with your brand.
Actives (Actively Engaged or Recently Purchased)
Actives are customers who are new to your brand and your repeat customers. They have made a relatively recent purchase and are actively engaged with your brand.
In Markets (Expected to Make a Purchase)
In Markets are customers that are expected to make a purchase now (or at least in the very short term). BuyerGenomics uses previous buying behavior and time series data, among other engagement data, to make this prediction.
Faders (Missed an Expected Purchase)
Faders are customers who have statistically missed more than one expected purchase window, and are now fading in loyalty.
At Risk (At Risk of Attrition, Yet Can Be Reactivated)
These customers are at risk of abandoning the brand, or total attrition. These individuals are not necessarily lost forever - they can and have to be reactivated.
Inactives (Lapsed into Attrition)
These customers are no longer buying, and are the most difficult to reactivate through the same channels you have previously used. In some cases, it’s more beneficial to treat those that visit your site or respond to emails as new prospects rather than as existing buyers.
Using BLC Analytics for “AutoPilot Training”
AutoPilot automatically detects changes in buying behavior for each individual customer in real time, which is a powerful tool.
Each BLC stage warrants a different approach when customers move between stages. Therefore, design each message with a certain predetermined strategy in mind.
Each AutoPilot campaign needs at least four creatives for each shift - but you can add as many more as you like. Develop each message with a strategy in mind to maximize the value of each engagement and drive positive results.
Equipped with your prebuilt messages, AutoPilot activates your campaign and engages each individual all on its own.
AutoPilot Messaging Strategy: Secure the Second Purchase
Target: New Buyers
This is the customer’s first experience with the brand. Since they are new, they might not know much about who you are. In turn, this is your chance to build customer loyalty and make sure they stick with you.
Appreciation Touch → Brand and Category Education → Perceived Value Offer
A customer’s value increases significantly with repeat purchases. This is your shot to make sure they enjoy their experience with the brand and increase the chances they’ll convert from a 1x Buyer to a loyal 2+ Buyer.
Show appreciation and incite the new buyer towards a second purchase. The goal is to keep them with the brand and purchase as soon as possible.
The following are examples of strategies, themes, and subject lines that illustrate the overall “Secure the Second Purchase” strategy.
Touch Example 1: Customer Appreciation (Strategy: Recognition)
Going beyond the typical “sales confirmation email,” the Appreciation touch is a way for you to demonstrate appreciation for a customer’s business and connect with customers on a deeper level.
A good example is a brief note from your company’s CEO or President. This is not a “hard sell” touch. Instead, tell your brand story briefly in a way that connects the customer to your brand.
Thanks for being part of of the Luscious Couture Family of Customers
Touch Example 2. Learn About The Brand (Strategy: Grow Category Depth)
Exposing the customer to the depth within the categories that they’ve previously purchased will reinforce both the brand and the products that peaked their interest.
This is to educate customers about the variety within particular products and categories in which they’ve already demonstrated interest. Examples include similar products or different styles of the same product.
Subject Line Example
Love Your Luscious Couture Silver Bracelet? Check our our…
Unique Bracelets. Handcrafted with color and style
Touch Example 3. Category Education (Strategy: Grow Category Breadth)
Exposing customers to different categories increases their chances of buying across multiple ones. Category breadth is a proven predictor of higher customer value and spending.
This is to educate customers about your products and new offerings. Examples include showcasing a new line of items, or introducing customers to a product they may not have heard of before.
Subject Line Examples
- Introducing Luscious Couture Products
- Luscious Couture is not just a Shoes Company
So much more than just shoes...
Touch Example 4. Free Shipping (Strategically Stimulate Bounceback Purchases)
This is an opportunity to encourage the customer to make a purchase by using a perceived or light offer to incentivize them. This moves the customer closer to buying without having to offer a discount.
Use perceived value or existing incentives like free shipping. The goal is not to give up margin, but to present an existing offer - which can be either real or perceived.
Subject Line Examples
Free shipping for our VIP customers
Free shipping for our very best customers. Get free shipping on any purchase today.
Understanding the indicators that are most likely to create sales is essential to building successful campaigns. AutoPilot helps you accomplish this by autonomously detecting shifts across BLC stages, and automatically deploying tailored messages that are most likely to stimulate subsequent purchases that are critical for both customer loyalty and retention.