How active are your customers:
For a sales manager
it is important to know how many of their customers are active and how much
efforts they should put in to make their customers active. One way to identify
the activeness of customers is Recency.
Recency is the state
of being recent. In sales actions means, when did the customer last time
purchased from you. Recency helps in identifying the chances if customers will
buy again from you? The customer who has bought material in recent time is more
likely to buy from you again. The recency can be defined on the basis of the
product consumption cycle. The product consumption cycle is the period in which
a product will be consumed and the customer shall be again at store to buy. For
example for a bread, it can be consumed in a day time & hence the
consumption cycle would be a day while for a Salt packet it might be 30 days.
If the consumption
cycle of a bread pack is one day then on the basis of recency the customers can
be divided in following categories:
Active Customers are those who have bought the material
in recent times and are most likely to buy again. For Bread pack those will be
who has bought it yesterday.
Warm Customers who has bought material a little late
than the recent past and will buy products on intermittent basis. For a bread
pack, The customers who has bought in last 2 weeks will fall in the category
Cold Customers are those who have bought material
some time back and would have shifted to competition, for a bread pack they
might be someone who has bought a month back
Inactive Customers are those who have bought it long back
and not thinking to buy again your products, for Bread packet, someone who has not bought
your products for last 2 months.
The
Active Customers are likely to buy more often and regularly as compared to old
customers and hence you might need more resources to keep them interested in
your brand.
People
who have not come back to your stores might have shifted to competition and need
more efforts to bring back and hence require attractive sales pitch. While the
cold customers are not happy with you and hence probably switched the brand and
thus gives you a chance to introspect and analyse why did you lost them.
The
Active customers require regular visit by sales team and need to be monitored
& followed up with more promotion, while Inactive Customers can be touch
based once in a while to know their interest in brand. But if someone is very important and large
customer and he has gone to cold or Inactive mode, then you need to put large
amount of promotional efforts.
Hence
while recency helps you to segmentise your market and help you in resource
allocation, it also helps you to identify the important customers and track them.
The
recency phenomenon can also be used to segment the market and for utilisation
of your resources.
