The challenge
Sales are usually measured by store, channel, or product, and rarely by customer. Without a single profile and analytics designed around the customer, marketing can't know which profile buys each product, when in the year they come back, how much each group is worth, or whether their best customers are growing or cooling off. Decisions are based on overall totals, and actions go out to the entire customer base.
How it works
Every analysis starts from each customer's single profile, with their in-store and online purchases unified, and can be filtered by period, store, sales channel, and type of transaction.
From record to segment
Every purchase, in store and online, feeds the customer's single profile. That's the source of the 360° record, with net sales, average order value, usual store, and last visit, and of the segment analyses that group similar customers together.
See the 360° Customer Profile →Illustrative example
This is how Wapping's customer intelligence is used to decide, not just to look at figures.
RFM analysis, step by step
What it measures
Customer record and analysis
Benefits
Every lasting relationship starts with understanding the customer.
Impact
+40% purchase frequency
Average increase in the purchase frequency of customers in the program.Average figure across Wapping's customer base.
+20% average spend per customer
Average increase in spend per customer.Average figure across Wapping's customer base.
-25% marketing costs
Average reduction when activating with data instead of generic campaigns.Average figure across Wapping's customer base.
In store
With Clienteling, the sales associate checks the customer's purchase history, most-purchased categories, latest products, and ranking against other customers before serving them.
See Clienteling →See it in Wapping Manager
Reports open with filters for period, store, sales channel, and type of transaction, and the charts let you explore the detail: selecting an element filters the rest of the report, and you can drill down to the specific data point.
RFM customer analysis
Wapping vs. the traditional approach
| Aspect | Traditional approach | Wapping |
|---|---|---|
| Analysis viewpoint | Sales by store, channel, or product | Sales by customer, profile, and segment |
| Customer identity | The same customer spread across several records | A single profile per customer, verified with their mobile number |
| Customer value | Estimated by hand in spreadsheets | RFM analysis calculated and updated automatically |
| From analysis to action | Export, cross-reference, and load the data into another tool | The analyzed segment is used directly in promotions and services |
| Who does it | Depends on analysts or IT | Marketing analyzes and activates in minutes |
Use case — Marketing
Before launching the seasonal campaign, marketing checks which customer profiles buy each category, compares sales with the same period last year, and reviews which RFM segments have lost recency. With that picture, the team decides who to target with each promotion instead of sending the same one to the entire customer base, and then measures how those customers evolve.
Our customers drive us to keep innovating
Frequently asked questions
Which customer profile buys each type of product (with net amount and average buyer age), which departments are bought together, how sales change between periods, how much each customer is worth according to RFM analysis, how each segment behaves, and how acquisition and retention evolve.
RFM scores each customer from 1 to 5 across three dimensions: Recency (how long ago they last bought), Frequency (how many times they have bought in the last 12 months), and Monetary value (how much they have spent in that period). 5 is always the most favorable value. Wapping calculates it automatically from the transaction history.
Yes. Reports can be filtered by period and let you compare product sales across different periods to spot trends and seasonality, and drill down from year to month and day.
Yes. The customer segments you analyze are the same ones used to target promotions, loyalty services, and communications, so going from analysis to action doesn't require exporting or loading data into another tool.
Yes. Reports can be filtered by sales channel, store, or store group, and each customer has a single profile with all their purchases unified, in store and online.
We'll show you Wapping's customer intelligence on your own operations.