It’s no secret that retailers always want to gain and retain more business. In a post-COVID-19 world it will become vital. The paradox is how to do this while keeping Customer Acquisition Costs (CAC) low, lifting Customer Lifetime Value (CLV) and boosting propensity to buy. Finding new ways to do this will be vital for a fast retail recovery.
This paper explains how historic CLV perspectives are holding modern retailers back from realising their full potential. It outlines new models for success including the ‘Klarna Effect’, what it means and how it can stimulate a re-investment loop that delivers greater ROI for customer-facing marketing strategies. Alongside commissioned research to review attitudes of over 2,000 UK shoppers and reveal how they engage with retail brands, where their loyalty lies and what would persuade them to try out a new brand and where retailers should be spending money freed from acquisition.