Case Study | Improving marketing efficiency through customer lifecycle strategy
Updated: 22 minutes ago
Written by Abbie Evans, Founder and Principal, Arqet Consulting
Abbie brings more than 25 years of experience across ecommerce, retail leadership, finance, merchandise, operations and building her own online retail business.
An ecommerce business was investing in customer acquisition without giving equal attention to what happened after the first purchase. Marketing performance was being judged mainly through channel activity and immediate revenue rather than retention, repeat purchase and customer profitability.
The Challenge
Acquisition, CRM and retention activity were not operating as one customer strategy. Investment was concentrated at the top of the funnel while the path from first purchase to repeat customer remained underdeveloped.
This created a risk that the business would continue paying to acquire customers without capturing enough value from the customers it had already won.
What Arqet reviewed
Mapped the complete lifecycle from acquisition through first purchase, retention and repeat purchase.
Reviewed channel roles across top, middle and bottom of funnel.
Assessed how CRM and lifecycle activity supported paid and organic acquisition.
Shifted the decision framework from top-line sales to customer value and profitability.
What the evidence showed
The strongest growth opportunity was not necessarily another acquisition campaign. It was improving the commercial value of the existing customer base and creating a clearer path to a second purchase.
Arqet identified where lifecycle activity, customer segmentation and channel investment needed to work together.
The strategic output
A connected acquisition and retention strategy.
Clearer channel roles and investment priorities.
Lifecycle and CRM priorities tied to customer behaviour.
Measures for repeat purchase, customer value and reliance on paid acquisition.
Commercial outcome
The business gained a stronger basis for improving marketing efficiency, increasing repeat purchase and reducing dependence on continuous paid acquisition.
Next step
If advertising is generating sales but customer value remains unclear, discuss an independent customer and channel review.
