Drop from Market

🎓 Definition

Customers who used to buy products in a certain category (Market), and later on, they no longer buy products in the same category (Market) anymore.

❓What is used for

Analysis of Category Switching Behavior of Loyal Customers.

If there is a major drop of category penetration, a review of the category might be needed.
If the category is aligned with its targeted performance, in this case:
•   Plan the Targeted Campaign with Suppliers based on Loyal Customer Behavior toward Category
•   Activate Promotion Campaign within the Category

🧪 Example of Drop from Market

Loyal Customers who bought products in Diaper Category in August’22, but they don’t buy Diaper products in this market (this category) in November’22

How is the "Drop from Market" metric calculated or measured? Are there specific thresholds or criteria used to determine when a customer is considered to have dropped from a market?

The blog post does not provide specific details on how the "Drop from Market" metric is calculated or the exact criteria used to determine when a customer is considered to have dropped from a market. It defines the term and its purpose but does not delve into the methodology or specific thresholds used for measurement.

What are the potential reasons for loyal customers to drop from a specific market category?

The blog post does not explore the potential reasons for loyal customers to drop from a specific market category. It focuses more on defining the term, explaining its use for analyzing category switching behavior, and suggesting actions like planning targeted campaigns and activating promotions.

Are there any recommended strategies or actions to re-engage customers who have dropped from a market category, aside from planning targeted campaigns and activating promotions?

The blog post mentions planning targeted campaigns with suppliers based on loyal customer behavior and activating promotion campaigns within the category as recommended strategies to address a drop in category penetration. However, it does not provide additional or alternative strategies for re-engaging customers who have dropped from a market category beyond these suggestions.

🖥️ Make it happen in Ulys Customer Intelligence

How to access Drop from market in Ulys: 7 Simple Steps

Step 1: Select Switching Menu from Segmentation Menu Bar.

Step 2: Select Create a New Customer List.

Step 3: Select the scope you want to measure.

Step 4: Select Drop from Market from the Shopping Behavior.

Step 5: Select Customer profiling (Age, Gender, Ethnicity, Shopping Frequency, etc.). If the Personal Data Protection Act related to your Country allows you to store the Personal Data Information of your Customers and ONLY if you have the consent of your Customers to use their Personal Data.

Step 6: See the Segment Summary and save the Segment.

Step 7: Customer List is created and saved in the Ulys platform (Saved Segmentation Menu) and can be downloaded.