ONCE UPON A TIME, A GARDEN FULL OF DIFFERENT CUSTOMERS WAS DIVIDED IN SEGMENTS. TODAY, THEY ARE CALLED GETgarden CLUSTERS

We have put aside the Clusters of outdated and reducing concepts (VIPs, Star, Gold, ...), with weakly defined boundaries between them and whose regular use in the company is practically confined to the marketing teams. We've created a more cross-cutting model that fits most businesses and companies. We developed the concept of GETgarden and named the different RFM clusters as active agents in a garden, where each element of this garden (trees, shrubs, flowers, ...) represents a specific group of your clients. This clusters will allow you to handle data in a smarter way, improving the experience for each of your customers through a more targeted communication! The GETgarden study is an analysis made from the GETbizz marketing database that translates into the creation of RFM Clusters.

The purpose of the study is to better understand the customer portfolio, and from this knowledge, building a more lasting and profitable relationship with them.

BUT WHY A GARDEN? FIND OUT HOW YOUR CUSTOMERS FIT IN THIS CONCEPT

TREES

SHRUBS

CACTUS

FLOWERS

BUTTERFLIES

FALLOW

The trees are strong, well-structured and deep-rooted, and that's exactly why they represent your best customers. Trees, or your best customers, are characterized by a relationship close to the brand and show extreme loyalty in their behavior. The essential role of the brand is to continue to nourish this relationship.

Shrubs are relatively hardy and with some roots that hold them to the garden. However, compared to Trees, Shrubs have smaller size and shallow roots. Thus, this cluster describes all your good customers that have the potential to become the best. For this, the brand has the role of regularly nourishing this relationship, so that Shrubs grow and become Trees.

Cactus are resistant by nature, not needing much food to maintain the relation with the brand. This cluster thus encompasses customers that regularly visit your brand. Cactus customers are characterized by having multiple purchases in different periods of time. Effective marketing communication will be able to convert them to a higher frequency of purchase and make them become Trees.

Flowers, as just born, are fragile and therefore need extra care to survive. The flowers represent the new customers of your business. Don't let them disappear from your brand! You have to grow them and make them reach until they are Shrubs and then Trees. For this, your brand has the role of developing strategies to captivate them and start a lasting relationship that does not end up with the first purchase of your customer.

Butterflies contribute to the ecosystem, but they are volatile and less durable. Butterflies are like occasional customers, where they only punctually  visit your brand. These clients should be the target of a specific communication strategy that will lead them first to Cactus and eventually to more business-friendly clusters.

Fallow area is a land that is waiting for fertilizers. In this ground there are no plants, is at rest to reproduce one day. In these GETgarden Clusters, the Fallow area represents inactive customers. Only the brand's willingness to recreate a relationship will have the power to reactivate them and make them active customers of this garden.

METHODOLOGY

We applied a highly tested RFM segmentation methodology which is based on the following findings:

This METHODOLOGY COVERS 3 STRANDS of the marketing database

At the end of each cycle a transition matrix is populated and new clusters are created!

Socio-demographic data: excluds less representative age groups

Sales: adds disparate products to a 360º customer view or performs product analysis with similar characteristics. Low value sales are excluded.

Communications data: automatic customer activation campaigns are implemented and ROI is analyzed. Strategies for improving consent rates are defined.