Jake is a huge fan of KuKuRuZa gourmet popcorn. He discovered the site 3 years ago and started off by ordering their Variety Pack. He enjoyed Caramel & Cheese Mix so much he bought it five times, thrice gifting it to friends and family. Jake’s lifetime spend on KuKuRuZa.com is a very impressive $197.00 and we know Jake is not a bargain hunter because his purchase habits are not localized around special price promotions. All in all, Jake is an ideal customer.
He has often visited the Butter & Sea Salt page and lingered long enough for us to know that the flavor catches his attention. Unfortunately, Jake has never purchased it. A 1 gallon bag of Butter & Sea Salt retails for $8.95.
The enterprising manager at KuKuRuZa sees that Jake has not bought in the last two months and executes a complimentary order of the 1 gallon Butter & Sea Salt bag accompanied with a handwritten note that reads “Jake, I am the manager at KuKuRuZa. I wanted to thank you for being a loyal customer by sharing this complimentary bag of our delicious Butter & Sea Salt. Regards – Robert.“
This is a hypothetical case study but imagine the impact it would have on Jake. Sure we spent $8.95 plus shipping on a bag of popcorn but that’s pittance compared to how much Jake has spent with us. This small investment could trigger word-of-mouth and Jake is bound to share his KuKuRuZa story when he speaks with friends.
Related article: Customer Segmentation