Discovering the True Customer

Discovering the True Customer

Do you truly know who your customer is?

The Challenge

An online retailer of nutritional supplements dedicated to helping their customers build strength, health, and happiness found themselves facing stagnant growth.

Their target audience was young to middle-aged men who regularly went to the gym and focused on nutrition. All of their marketing materials visualized and spoke to this target consumer, yet they were not able to sustainably scale.

They needed a more effective way to connect with their target audience, so they turned to Response Mine to transform their digital marketing efforts and drive more sales in the highly competitive health and wellness space.

Our Solution

Response Mine implemented a comprehensive RFM (Recency, Frequency, Monetary) segmentation strategy to help the company identify their highest-value customers.

RFM analysis is a proven technique that segments customers based on their purchase behavior, empowering organizations to better understand their customer base and more effectively prioritize their marketing efforts targeting the most valuable customers.

RMI then utilized an agency partner to append data from 126MM households to the client’s customer data in order to understand the behavioral and psychographic motivations behind purchasing the supplement product.

We discovered their target customer was not their largest consumer segment…

Introducing SUV Shannon

  • She is a middle-class mom living in suburbia
  • She runs the household and is often a homemaker
  • She is family-health oriented, focused on fitness & nutrition for her family

With these new learnings we…

  1. Implemented new website imagery
  2. Developed landing pages that speak to SUV Shannon
  3. Updated paid media ad copy, imagery, and targeting

60%

Facebook lookalike audience based on the RFM results vs. all other prospecting audiences

150%

Google Ads conversion rate for the RFM audience vs. other audiences

Future Opportunities to Test

  • New ad product offers
  • Product bundles specific to this high-value audience
  • Build subscription plans for families
  • Partner with others who typically market to this specific audience
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