This playbook helps you identify and sync your Multi-Buyers using your marketing platforms, so you can easily send them messages to motivate them to purchase more and graduate to High Value Customers (aka Best Customers). You can identify who your multi-buyers are and analyze their purchasing behavior in the Daasity Retention dashboard. Want to learn about how to calculate who are the multi-buyers worth targeting? Click here.

Overview:

After convincing your customers to return to make a second or third purchase, you’re at a critical moment in the customer journey. If you can motivate these customers to continue repurchasing from your store, they will become your best and most profitable customers. These customers have a high potential to become your most loyal long-term customers who drive the profitable growth for your business.

How to Sync These Customers to Your Marketing Channels:

Part 1: Creating an Audiences Target 

1. In the Daasity app, click on New Target
2. Click on Klaviyo or Attentive Events
3. Under General, create a Name (to ID in Daasity app) and an Event Name (to ID in your Marketing platform). 
4. Select “Only update existing profiles.”
5. Under Authorize Daasity, add your Private API Key or Log in to your account.
6. Under Audiences Source, make sure that the chosen source is Daasity Customer Segments. Then, choose the New Multi-Buyers report.

7. Under Data Mapping, sync the appropriate channel for each source:
8. For Klaviyo, type in (or select) $email for the customers.email field
9. For Attentive, type in (or select) $phone for the customers.phone field
10. Next to CUSTOMER_SEGMENT, type in daasity_segment_new_multi_buyers‍
11. Under Schedule, select the frequency you want Daasity to update customer profiles (we recommend Daily).

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Part 2: Creating an automation in your Marketing channels called Multi-Buyers Motivator 

1. In Klaviyo:

• Select Metric as a trigger
• Select Properties About Someone
• Select ‘equals’ daasity_segment_new_multi_buyers
• Pro-Tip: add a filter that removes the customer if they make a purchase during the flow. This way, you won’t make any additional offers for the customers who convert from your efforts.
  

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2. In Attentive:

• Create a new Journey and select Custom Journey.
• Select New Multi-Buyer as the journey trigger and select Send a Message about something else. Note: This message doesn’t qualify as transactional and will not need to be approved.

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Step 3: Building your flow to nurture these customers 

We recommend a multi-step flow here where a customer has multiple touchpoints, in order to show how much you value them as a customer. These customers are frequent shoppers who frequently purchase from your store.

1. Typically, brands will provide incentives to increase customer purchasing behavior and move them into the HVC/VIP program.
2. In email, this is typically a 3-5 step flow. Coordinate 1-2 messages in SMS that work well with the emails you send.
3. If you have limited bandwidth, build at least one message in each channel incentivizing these customers to incentivize multi-buyers to repurchase.
4. The key is to incentivize these customers' purchase frequency. ‍
5. Pro-Tip: Add a discount ladder to the tail end of your flow as customers to incentivize as many customers to purchase again, even at a discount.

Part 4 (Optional): Building a segment to target New Multi-Buyers in Campaigns.

1. In Klaviyo:

• Select the Trigger option and set the filter to “Properties About Someone” 
• Select ‘equals’ daasity_segment_new_multi_buyers
• Create a filter that removes customers in your Churning and Lapsed HVC segment, by filter based on whether Someone Has (or not) Done New HVCs, Churning HVC, or Lapsed HVC never in the last 360 Days.‍
• Pro Tip: Always add filters for suppressed emails in your segments.
  

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2. In Attentive:

• Create a new Dynamic segment
• Select the Trigger option A subscriber’s activity
• Select "equals" New Multi-Buyers

The Final Huddle:

• Every time a customer becomes a New Multi-Buyer, they are automatically added to the flow and receive repurchase incentives across channels.
• Automatically nurture as many Multi-Buyers as possible.
• There’s an always up-to-date segment identifying Multi-Buyers to target in Campaigns, too.

Similar articles:

• Welcome New HVCs

Helpful Links:

1. RF Segmentation Video
2. RFM Explanation