Thorntons
converting single to multi-purchasers
Surprisingly, not everyone who buys Thornton’s delicious chocolate by mail order orders lots and lots! So we were asked to identify the key drivers for multi-purchase, and then use that information to convert single-buyers.
We developed a propensity model which predicts who is likely to convert from single to multi-buyer.
Those single buyers with a good chance of conversion were then segmented further, so we could determine the most appropriate action for each segment.
Then we ran a test campaign.
Test results showed 100% increase in the response rate from our selected single buyers, and that their response levels matched those of Thornton’s loyal multi-buyers!