A loyalty programme that brought customers back
Customer segmentation, WhatsApp and SMS lifecycle messaging, and a rewards structure built on actual purchase behaviour.
The problem
Suuq had thousands of transactions and almost no customer data. Promotions went to everyone at once, discounting heavily to people who would have bought anyway, while genuinely lapsed customers were never contacted at all.
What we did
- Consolidated transaction history into a single customer database.
- Segmented customers by recency, frequency and value rather than by demographics.
- Designed lifecycle messaging on WhatsApp and SMS for each segment.
- Built a rewards structure around repeat behaviour rather than blanket discounting.
- Set up reporting so the cost of each promotion could be measured against returning revenue.
The outcome
- A working customer database where none existed
- Promotions targeted by behaviour instead of sent to the whole list
- Lapsed-customer messaging running automatically
- Discount cost measurable against returning revenue for the first time
Headline result
Segmentation and retention programme
