Customer Intelligence for a Growing Retail Brand

The Challenge

Email marketing was producing 11% open rates and repeat purchase rates well below industry benchmarks. Customer segmentation was basic — split by purchase date only — with identical campaign content sent to all customers.

The Vantivio Approach

An AI Opportunity Scan combined review of customer data, marketing workflows and business objectives. The brand had rich purchase and engagement data that was simply not being used.

We built a customer intelligence model segmenting customers into behavioural clusters based on purchase history, product affinity, engagement patterns and lifecycle stage — each with distinct communication preferences and purchase timing.

We designed campaign templates and recommendation logic per segment, plus an automated product recommendation layer for email and website surfacing products relevant to each customer's history. The system was designed to be operated by the marketing team without technical support.

Outcomes

• Increase in repeat purchase rate — 38%
• Email open rate (up from 11%) — 31%
• Additional revenue in first 6 months — £180k