Getting Access to Secondary & Tertiary Data to Enhance Customer LTV

Summary

Problem Statement

A top battery manufacturer aims to optimise customer lifetime value (LTV) by obtaining secondary and tertiary data, including names and contact information.

Solution

• The brand onboards its network of distributors and direct dealers on to the Zadinga Distribution Management System (DMS) and Billing Solution.

• The brand creates a programme incentivising the sharing of secondary and tertiary data.

• Distributors and dealers have the option to either automatically share the data using the billing system or manually upload it on to the DMS.

• The brand utilises the secondary and tertiary data for retargeting customers.

Quantifying Solution Outcomes

20% reach achieved through secondary data

7% reach achieved through tertiary data

30% conversion on retargeting (for AMC packages and repurchase post the expiry of the warranty period)

---

When it comes to battery manufacturing, optimising customer relationships and maximising customer lifetime value (LTV) is crucial for sustained success. For a leading battery manufacturer, the challenge was clear: how to enhance LTV by gaining access to secondary and tertiary data, including customer names and contact information.

The Challenge of Elevating Customer LTV

In an era where data is considered the lifeblood of business, obtaining comprehensive customer information is a significant advantage. Battery manufacturers, like many other industries, recognise that customer LTV is directly tied to personalised marketing, tailored customer experiences, and the ability to re-engage customers for repeat business. The challenge was not only to gather this data but also to use it effectively to enhance LTV.

Zadinga's Data-Driven Approach

To address this challenge head-on, the battery manufacturer turned to Zadinga Enterprise. Here's how they embarked on their journey to elevate customer LTV:

• Onboarding Distributors and Direct Dealers: The first crucial step was to onboard the extensive network of distributors and direct dealers on to the Zadinga Distribution Management System (DMS) and Billing Solution. This platform served as the central hub for managing sales, orders, and customer data.

• Creating an Incentive Programme for Data Sharing: Recognising the value of secondary and tertiary data, the brand introduced an incentive programme to encourage distributors and dealers to share this information. The programme rewarded participants for providing names and contact information of customers who had purchased their batteries.

• Streamlining Data Sharing: Distributors and dealers were given flexibility in how they shared the data. They could either choose to automatically share the data through the billing system or manually upload it on to the DMS. This flexibility ensured that participants could choose the method that best suited their workflow.

• Leveraging Secondary and Tertiary Data for Retargeting: With access to this valuable secondary and tertiary data, the battery manufacturer embarked on a retargeting strategy. By harnessing customer names and contact information, they could launch highly targeted marketing campaigns to re-engage customers. This was especially effective for promoting Annual Maintenance Contract (AMC) packages and encouraging repurchases once the warranty period expired.

Tracking the Progress

The implementation of this comprehensive solution yielded remarkable results:

• 20% Reach Achieved through Secondary Data: The battery manufacturer successfully reached 20% of its customers through the secondary data obtained from distributors and dealers. This expanded reach allowed them to engage with a broader customer base and build brand loyalty.

• 7% Reach Achieved through Tertiary Data: The power of tertiary data was evident as well, with the brand reaching an additional 7% of customers. This tertiary data provided valuable insights into customer behaviour and preferences.

• 30% Conversion on Retargeting: The retargeting efforts based on the acquired data led to an impressive 30% conversion rate. This translated into a significant increase in the adoption of AMC packages and a boost in repurchases post-warranty expiration.

The journey of the battery manufacturer to enhance customer LTV through secondary and tertiary data showcases the transformative potential of data-driven strategies. By partnering with Zadinga and leveraging its DMS and Billing Solution, the brand not only expanded its reach but also achieved remarkable conversion rates.

This transformation not only strengthened customer relationships but also contributed to the brand’s long-term success in a highly competitive market. It serves as a powerful example of how data-driven approaches can unlock new opportunities and drive business growth.