Anonymised case study · Customer marketing
Using customer context to make reactivation offers more relevant
A reactivation programme used order history and merchant preferences to set more sensible offer thresholds for lapsed customers.
- Role
- Customer marketing lead
- Focus
- Segmentation and reactivation
- Outcome
- Seven figures in incremental GMV over two months
There was no acquisition budget, so the existing customer base was the most realistic place to find incremental growth. Setting up a win-back campaign required repeated data requests, and a generic promotion did not reflect the wide range of historical customer value or merchant preferences in the lapsed audience.
What I did
A practical way through the constraint
- 01
Pull the segment directly
I used an AI-assisted database workflow to identify lapsed customers and retrieve the inputs needed for a more useful campaign.
- 02
Add the context behind the offer
I looked at favourite merchants and historical average order value, so an offer's spend threshold made sense for the customer receiving it.
- 03
Design the programme around likely response
The campaign used that context to make the reactivation experience more relevant while still keeping the offer commercially sensible.
Result
What changed
The reactivation effort generated seven figures in incremental GMV within roughly two months. It showed that existing customer data could support meaningful growth when acquisition spend was unavailable.
Organisation, tools, merchant data, audience rules, and detailed commercial figures are withheld or rounded.