CLV defines the value a customer will deliver to the Retailer during her lifetime, either from a cashflow perspective (sales) or profitably (margin) perspective.
There are several ways of calculating CLV, and one of the most detailed and well-explained approaches can be found in this article from Maryna Sharapa.
Projected Sales Value or Projected Margin Value
The amount of sales value or margin value that a customer will deliver during her lifetime as a customer.
Identify the most valuable customers globally
PLANNING & BUDGETING
Determine the amount to be invested for Customers based on their level of importance to the Budget
Planned promotions of Housewife Basket Items are a sure traffic driver. They should be accompanied with more premium items to balance the margin mix.
Customer Lifetime Value (CLV) is a parameter that is customizable to user decisions.
🧪 Example of Customer Lifetime Value
For example, Store A sells maternity clothing and also toddler clothing, you might find that your pregnant customers have a low CLV because they only shop with you for a few months and the nature of the items are used temporarily. On the other hand, mothers with toddlers stay with you for 2 years (and probably shop with future kids as well) so, their CLV is higher.
❓What is CLV used for
• To understand how your Loyal Customers interacted with your business, predict how they may interact with you in the future and how much revenue Retailers tend to make from a single loyal customer.
• By estimating the value of a customer over their lifetime, Retailers can determine how much they are willing to spend to acquire a New Customer.
• To tell Retailers how much loyal customers are likely to spend during their time shopping, which can help Retailers find the right combination of short-term and long-term marketing strategies.
• To identify your top loyal customers based on their spending habits, a technique also known as ABC Analysis. This will give you more focus as you look to grow more profitable relationships with your current and future customers.
🖥️ Make it happen in Ulys CRM
How to access Customer Lifetime Value (CLV) in Ulys:1 Simple Steps
Step 1: Select Customer History Menu from the Menu Bar
And here it is. Customer Lifetime Value for each Loyal customer is displayed on the CLV column.