Background
The world's leading chain saw brand, STIHL is known around the world for quality and service.
Summary
The world's leading chain saw brand, STIHL is known around the world for quality and service.
Challenges
  • Analyse transactions and gain insights to understand customer behaviour and adapt communications strategy
Solutions
  • Data analysis
  • Data insights
  • Customer behavioural segmentation
Outcome
  • Highly targeted communications
  • Trigger-based marketing program
  • New B2B strategy targeting high value, high frequency customers

STIHL is recognised internationally as the leading chain saw brand. With more than 85 year’s worth of experience in the sector, the company is known for its quality and service.

The Challenge

Analyse STIHL customer transactions to derive insights and provide a segmentation of customers, product groups and purchase propensities. There was an absence of detailed understanding of customer behaviour which impacted effectiveness of communications strategy.

The Solution

Provide Stihl with insights that allowed them to understand existing customer behaviour and adapt communications strategy to continue to drive the desired consumer behaviour.

The Situation

Provide a customer analysis on recency, frequency and monetary value of customer purchases. The results of this segmentation were then used identify single and multiple product holdings and establish length of time between purchases. 

The Results

The insights were used to define a targeted communication program for STIHL to action across existing customer base.

The goal of the program was to:

  • Increase second product purchase for single product owners based on identifying time and next best product of existing multiple product owners
  • Drive relevant customer communication messages based on RFM segment, for example re-engaging with dormant high value customers
  • Set up trigger based communications based on current segments and encourage future behaviour
  • Support a new B2B strategy to high value, high frequency customers

To learn moare about Salmat's marketing solutions, contact us today on 1300 725 628.