NM
Nord MetricsDigital analytics report
Key takeaway
The base does not collapse, but regular customers drop out before the second cycle.
Synthetic LFL report on a network of 34 points: where customers are lost, how it looks in money and which segments need to be returned first.
Lost rate
18,7%
from active base
Unreceived orders
72 910
by historical frequency
Medium risk check
11 557 ₽
9% above average
LFL points
34
no new or closed facilities
Where the base is lost
retention waterfall
Conversion from base to loss
Active Base
205 420
Without 6 months.
111 200
Without 9 months.
69 840
Loss
38 420
Segment Loss Share
Hazard Points
synthetic branches
| Cluster | Lost Customers | Lost rate | Revenue shortfall | What to do |
|---|---|---|---|---|
| Point A-17 large urban facility | 2 840 | 24,1% | RUB96.4 million | VIP customer reactivation |
| Point B-04 suburban facility | 2 310 | 21,8% | RUB74.9 million | re-recording control after first order |
| Point C-22 High Receipt Facility | 1 960 | 19,6% | RUB71.2 million | separate scenario for expensive orders |
| Point D-09 stable flow | 1 740 | 16,9% | RUB48.7 million | CRM Reminders to the 180th Day of Silence |
Interpretation.
The main loss is not in the volume of the first demand, but in the weak second contact. If the client does not get a clear reason to return in the first 120-180 days, reactivation becomes sharply more expensive.
The main loss is not in the volume of the first demand, but in the weak second contact. If the client does not get a clear reason to return in the first 120-180 days, reactivation becomes sharply more expensive.
Three decisions for the next month
01
Split reactivation by receipt.
Dear customers should not receive the same offer as the low-frequency base.
Dear customers should not receive the same offer as the low-frequency base.
02
Move the CRM earlier.
Work not after 12 months of silence, but on the 150th-180th day.
Work not after 12 months of silence, but on the 150th-180th day.
03
Check points A-17 and B-04.
They have an abnormally high contribution to money with a moderate amount of base.
They have an abnormally high contribution to money with a moderate amount of base.