The National Gallery gains an understanding of customer segments through data analysis

The Results

RedEye found certain patterns in the recency, frequency and monetary analysis which provided The National Gallery Shop with a clearer understanding of their customer’s online behaviour, and purchases.

It was found in recency analysis there were patterns in the time of year customers are most likely to purchase. It was also evident the calendar months directly affected how many purchases were made by customers. This will enable the National Gallery shop to tailor their email activity to maximise on the peak periods. Transactional sources were also looked at to see if there was a correlation between people that brought from multiple sources.

When looking at frequency analysis RedEye were able to identify customer segments based on buying behaviour, i.e. repeat and single purchasers. These segments were closely examined to determine if gender and people that bought over multiple categories had an impact on repeat purchases. This information will then be used to help define future strategies for first and next purchase emails.

Finally, when looking at monetary analysis and the correlation between multiple purchases and single purchases it was possible to see if people that bought multiple times have a higher average order value than single purchasers. This provides National Gallery shop with the value of individual email addresses and will help with dictating which customers to send upsell emails too.