CASE STUDY: CUSTOMER & CHANNEL STRATEGY

Improving Marketing Efficiency Through Lifecycle Strategy

The Challenge

Marketing investment was not aligned to customer behaviour, resulting in inefficient spend and low retention.

The Approach

• Mapped full customer lifecycle (acquisition → retention → repeat)

• Realigned channel investment across TOF / MOF / BOF

• Integrated CRM strategy with paid and organic channels

• Shifted focus from top-line growth to customer profitability

The Outcome

→ Improved ROI across marketing channels

→ Increased repeat purchase and customer lifetime value

→ Reduced reliance on paid acquisition