Overview
Ran an RFM (Recency, Frequency, Monetary) customer segmentation pilot study on Bokkilden.no's customer database, identifying high-value lapsed customers worth reactivating and designing a retargeting and campaign strategy built around the scoring model.
Who This Is For
Nordic digital marketplaces, B2B media platforms, or advertising technology businesses with 100-1,000 employees managing websites that serve multiple commercial audiences - advertisers, publishers, and end users - requiring a content strategy and website architecture that speaks effectively to each.
The Challenge
Bokkilden.no, Norway's largest online bookstore, had a large customer database but was marketing to it generically. The business needed a way to identify which lapsed customers were worth the cost of reactivating, and to move from blanket newsletters to segment-driven campaigns without a major systems investment.
Our Approach
We ran a pilot RFM study on a 10% sample of Bokkilden's customer database (roughly 15,000 customer records), scoring each customer on Recency, Frequency and Monetary value. The analysis isolated a segment of 1,537 previously good customers who had lapsed since October 2010, each worth an average of 577-2,922 kroner in historical spend, and profiled their purchase behaviour against the rest of the base (notably a stronger skew toward non-fiction and course-literature titles). We packaged this into a repeatable method: export customer data from the client's system, clean and score it, combine RFM with product-purchase history for an RFMP model, then re-tag records for use in targeted email and newsletter campaigns. We also produced a retargeting strategy covering how the segments should be treated across channels.
Impact
The pilot turned a generic newsletter list into an actionable, prioritised reactivation target: a defined segment of 1,537 lapsed high-value customers, sized and profiled well enough to build a specific win-back campaign around, rather than marketing to the full database uniformly.
Delivered as part of a wider media agency services agreement between Confetti and Bokkilden.no. Any public information referenced here is used for identification and does not imply endorsement.
Topics
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