Designed and implemented a customer retention strategy focused on increasing customer lifetime value, improving engagement, and strengthening long-term relationships through structured marketing actions and data-informed decision-making.
Context
Within Grupo Criolani, long-term customer relationships are a key driver of business performance. In a market where repeat purchases and ongoing client interaction are critical, retention becomes a strategic priority rather than a secondary action.
Challenge
The main challenge was to move from a reactive approach to a structured retention strategy, identifying opportunities to strengthen relationships, increase repeat interactions, and maximize customer value over time.
Strategy
Developed a customer retention strategy focused on understanding client behavior and designing targeted actions to improve long-term engagement and loyalty.
The strategy was built around:
- Identifying key customer segments based on value and activity
- Prioritizing high-impact opportunities (retention, reactivation, relationship building)
- Designing structured actions to maintain and strengthen customer relationships
- Aligning marketing initiatives with commercial objectives
- Creating a consistent approach to customer interaction over time
Execution
- Organized customer information to enable better decision-making
- Identified different customer segments based on behavior and value
- Developed targeted actions for retention and reactivation
- Coordinated marketing initiatives with the sales team
- Implemented communication strategies aligned with customer interaction stages
- Monitored results and adjusted actions based on performance
Customer Engagement Actions
As part of the strategy, multiple initiatives were executed to strengthen relationships and maintain ongoing interaction with customers.
These included:
- Planning, selection, and procurement of merchandising materials aligned with customer profiles and brand positioning
- Customer activations and promotional campaigns
- In-person meetings and commercial interactions
- Training sessions and product presentations
- Targeted promotions designed to increase engagement and repeat interaction
Results
- Increased customer engagement
- Improved repeat interaction and purchase behavior
- Stronger and more consistent relationships with clients
- Better alignment between marketing actions and business objectives
- More structured approach to managing customer relationships