The fourth segment includes contacts whose behavior is typical of occasional customers or customers at risk of churning, even though their predicted churn date is still some time away.
Their behavior suggests they may be disengaging, but there is still time to understand what could encourage them to make another purchase. This is the segment where a well-designed retention journey can deliver the best results.
You can combine several actions, such as:
- A nurturing sequence with progressively stronger incentives.
- A survey to collect feedback and understand the reasons behind the decline.
- Reminders about categories they have purchased from in the past.
- Restock, refill, or relevant new product offers.
- Personalized communications without financial incentives.