WBU Customer Profiling Instructions · 2020. 1. 2. · The recommended guideline for creating your...

WBU Customer Profiling Instructions Table of Contents

Target Customers Top 10, 100, 1000 Customers Added Customers without purchase history Active DSC Members Expired DSC Members who have not shopped in the past 6 months Birthday Club Members New Customers Lost Customers – Customers who have not shopped in past 6 months WOW Report Newly Lost Customers – Customers who have not shopped in past 3 months

Business Application:

The WBU Customer Profiling report enables you to communicate more effectively with your target customers. Customer profiling allows you to filter your customers based on several dimensions of their shopping behavior. Use the Customer Profiling report along with your Financial Forecaster and marketing budget to create a strategic marketing focus.

Recommendations Prior to Generating the Report:

1. Utilize the Financial Forecaster to determine your marketing budget.

The recommended guideline for creating your marketing budget is to allocate 5% of your annual sales toward retention and new acquisition. Of this budget, 60% is planned for retaining existing and DSC customers with the remaining 40% toward acquiring new customers. Contact your business consultant for a budget review.

2. Determine target customer.

Industry data and our research of POS store data indicate that recency is the most important predictor of future customer visits. Frequency of visits is the second best indicator and monetary is the third best predictor.

The Wild Birds Unlimited target customer includes the following groups: New Customers (customers who made a purchase and their customer information was captured in the POS system), DSC customers and Non-DSC customers.

To communicate monthly with your target customer while still staying within your allocated marketing budget for customer retention, you will need to apply filters to the list.

of 22 WBU Customer Profiling Istructions │Confidential

Franchise Support Center Main: 888.302.2473 Computer Help Desk: 844.779.4357 (HELP)

Generating the Report:

Target Customers

Step 1: Open the WBU Customer Profiling report • Go to Manager > Reports > Custom > WBU Customer Profiling report.

Step 2: Date Sold Filter • In the top left box titled “Field,” click the “Date Sold” filter and set it to reflect the prior six months. In this example type

6/1/2012 in the “From” box. Enter12/31/2012 in the “To” box. • Click “Change.”



Step 3: Visits Filter • Go to the “Field” box again and choose the “Visits” filter. • Set the operator to “Greater than or Equal to (>=).” • Enter 1 for the value. • Click “Add” to add this filter to the list.



Step 4: Address Filter • Go to the “Field” box again and choose the “Address” filter. • Set the operator to “Not Equal (<>).” • Leave the Filter Value field empty. • Click “Add” to add this filter to the list.

Step 5: Generate the Report • Click “OK” to run the report.

Step 6: Display the number of records • Right click the report. Choose “Copy as Table.” This will show you the number of customers based on your filters.



Step 7: Adjust the report filter • If the list size is too large (or too small) for your budget, click the Filter icon at the top of the screen.

• It is recommended that you filter the sales “Greater to or Equal” a dollar amount that you may adjust to reduce the list size. For this example $25 in sales

• Click “OK” to regenerate the report using the new filter criteria. • Right click the report. Choose “Copy as Table” to see the new number of customers based on the new filter criteria. • Repeat step 6 until you reach the correct number of names

Step 8: Memorize the Report • To memorize the report click the “Memorize” button at the top of the report window.

• You will be presented with a Memorize Report window as shown below where you have the option of renaming the report. Click the “Memorize” button to save your memorized report.



• To access your memorized reports go to Manager > Reports > Custom > Memorized. Click the memorized report you

wish to run and then click the “Generate” button as shown in the screen shot below.

Step 9: Export the List • To export the list, right click on the report. • Left click “Export.” • Set the “Destination” to “File” and the “File Format” to “Comma Separated (CSV).”

• Click “OK.” Save the file to the desktop.

Step 10: Email the Lists • Email the list to your mailing house by attaching the file to an email message.



Top 10, 100, 1000 Customers


Step 2: Date Sold Filter • In the top left box titled “Field,” click the “Date Sold” filter and set it to reflect the prior 12 months. In this example type

5/17/12 in the “From” box. Enter 5/17/13 in the “To” box. • Click “Change.”


Step 4: Sort the Report • Click on the “Sales” column header until the arrow points down. This will sort the report in descending order putting

customers with the highest sales at the top of the report.



Step 5: Export the List • To export the list, right click on the report. • Left click “Export.” • Set the “Destination” to “File” and the “File Format” to “Comma Separated (CSV).” • Click “OK.” Save the file to the desktop.

Step 6: Edit the list in Excel • Double click the csv report file on your desktop. The report will open in excel and be sorted in descending order with top

customers listed first. • Pick the number of customers you wish to keep and delete any rows below this point in excel. • Close out of excel and click yes when asked if you want to save changes.



Added Customers without Purchase History


Step 2: Opened Filter • In the top left box titled “Field,” click the “Opened” filter and set it to reflect the prior 12 months. In this example type

5/17/12 in the “From” box. Enter 5/17/13 in the “To” box. • Click “Add”

Step 3: Sales Filter • In the top left box titled “Field,” click the “ Lifetime Sales” filter and set it equal to “0” • Click “Add”





Active DSC Members List


Step 2: DSC Member Filter • In the top left box titled “Field,” click the “DSC Member” filter. Set the “Operator:” to Equal and the “Filter Value:” to “C”. • Click “Add.”

Step 3: DSC Activation Filter • In the top left box titled “Field,” click the “DSC Activation” filter and set it to reflect the prior 12 months. In this example type

5/17/12 in the “From” box. Enter 5/17/13 in the “To” box. • Click “Add.”





DSC Expired and not shopped in the last 6 months


Step 2: DSC Member Filter • In the top left box titled “Field,” click the “DSC Member” filter. Set the “Operator:” to Equal and the “Filter Value:” to “C”. • Click “Add.”

Step 3: DSC Activation Filter • In the top left box titled “Field,” click the “DSC Activation” filter and set it to reflect Expired DSC Members. In this example

the current date is 5/17/13. Type 5/17/2000 in the “From” box. Enter 5/16/12 in the “To” box. • Click “Add.”

Step 4: Last Visit Filter • In the top left box titled “Field,” click the “Last Visit” filter and set it to reflect Customers who have not shopped in the last

6 months. In this example the current date is 5/17/13. Type 12/17/2011 in the “From” box. Enter 12/17/12 in the “To” box.





Birthday Club

Step 1: Database Setup • Go to Manager > File > Configuration > Captions • Enter “Birthday Month” into the first text field (if it is not already there). • Click OK to accept the changes.

Step 2: Assign the Birthday Month • From the POS or Manager edit the customer’s record by going to the Additional tab of the customer’s

properties.

1. In POS press the “Customer Find” button on the keyboard, select the customer and click the properties button. Click the additional tab and follow the directions below.

2. In manager, go to Database, Customers. Select the customer and then click the properties button. Click the additional tab and follow the directions below.

• Enter the birthday month for the customer in the Birthday field. It is not case-sensitive. You can put more than one birthday month into this field if you want to allow for multiple birthdays per household. All months go in the same box, not in the additional boxes below the Birthday field.



• Use the Notes field if you also want to denote a specific person to a specific month.

Note: POS Screen – The top of the POS screen will display the birthday month data and notes. This is helpful in getting new members enrolled into the birthday club.


Step 4: Birthday Filter • In this example we are filtering all customers whose birthday is in January. In the top left box titled “Field,” click

the “Birthday Month” filter. Set the “Operator:” to Contains and the “Filter Value:” to “Jan”. • Click “Add.”





New Customers


Step 2: Remove Date Sold Filter • Click the “Remove All” button under the Filters area to clear out the date sold filter.

Step 3: Opened Filter • In the top left box titled “Field,” click the “Opened” filter and set it to reflect the prior month. In this example the current

date is 6/1/13 and we want to find all new customers for the month of May 2013. Type 5/1/2013 in the “From” box. Enter 5/31/2013 in the “To” box.

• Click “Add.”





“Lost” Customers – customers that have not shopped in 6 months


Step 2: Remove Default Filters • On the report filter window click the “Remove All” button at bottom of the filter window

Step 3: Last Visit Filter • Use the chart below to quickly find your last visit filter date range.

• In the top left box titled “Field,” click the “Last Visit” filter and set it to reflect the prior 6 months. In this example type

6/1/2013 in the “From” box. Enter 6/30/13 in the “To” box. Click “Add. Your filter window should resemble the screen shot below.

Month Last Visit January 6/1/2013-6/30/2013 February 7/1/2013-7/31/2013 March 8/1/2013-8/31/2013 April 9/1/2013-9/30/2013 May 10/1/2013-10/31/2013 June 11/1/2013-11/30/2013 July 12/1/2013-12/31/2013 August 1/1/2014-1/31/2014 September 2/1/2014-2/28/2014 October 3/1/2014-3/31/2014 November 4/1/2014-4/30/2014 December 5/1/2014-5/31/2014




Step 5: Show/Hide Columns • Right click on the report and left click “show/hide columns”. Left click on the DSC member and DSC activation check

boxes. Click “OK”

Step 6: Sort the Report • Click on the “Sales” column header until the arrow points down. This will sort the report in descending order putting

customers with the highest sales at the top of the report. You can also sort by DSC activation date to see when the club membership was renewed.


Step 8: Edit the list in Excel • Double click the csv report file on your desktop. The report will open in excel and be sorted in descending order with top

customers listed first. • Pick the number of customers you wish to keep and delete any rows below this point in excel. • Close out of excel and click yes when asked if you want to save changes.



WOW Report

How Many Customers Have You Lost in the Last Twelve Months?

• How many current customers shopped your store last year?

• WOW! That many really haven’t been back this year (year over year average is over 40% don’t return)?

• How many will you lose in the next 12 months? Year over year the lost customer sales average over $90,000 per store!

First find out how many current customers you have:

Step 1: Open the WBU Customer Profiling report; go to Manager > Reports > Custom > WBU Customer Profiling report • Click on the Date Sold filter in the “Filters” box in the bottom of the pop up dialog box to highlight it. Go to the upper right,

in the titled “Range”: select Custom, “From”- today’s month and day and set the year 1 year ago. “To”- yesterday’s month, day, and current year.

• Click the “Change” button




Step 3: Determine Number of Current Customers • Right Click, select and left click on “copy as table” as this number represents all customers who shopped with you last

year. Subtract 1 for Valued Customers and if you have them, 1 for Internet Customers. The result is the total UNIQUE CUSTOMERS who purchased in the last 12 months.

• # of Current Unique Customers: _________. Leave the report open.

How many customers did you lose from the year before?

Step 4: Last Visit Filter • Click the Filter icon at the top of the report screen. • Click on the Date Sold filter in the “Filters” box and click the “Remove” button to eliminate it. • In the top left box titled “Field,” click the “Last Visit” filter, set the “Range”: select Custom, “From”- today’s month and day

and set the year two years ago. “To”- yesterday’s month and day and set the year to 1 year ago. • Click “Add”




Step 6: Determine Number of Customers Lost in the last 12 months • Right Click on report data; select and left click on “copy as table”. This number represents your LOST CUSTOMERS –

those that shopped 2 years ago and haven’t been back in the last 12 months. WOW! • # of Lost Customers (have not shopped in the last 12 months) ________ • Leave the report open.

Step 7: Determine the sales to these lost customers • Right Click on the report data, select and left click on “show/hide columns” in the pop up select only Acct #, First Name,

Last Name, Lifetime Sales, Lifetime Visits, Last Visit, and Sales. Uncheck the other boxes. • Click on the lifetime sales column header twice to sort the info in descending order. Did you say, “WOW!” again? Study

this list; recognize many of these customers?

• Go to the top menu bar and select the group icon (two from the left, next to the printer icon). Click it to see the totals for Lifetime Sales, Lifetime Visits, and Sales. Click the minus sign in the box on the left, next to “Overall” to roll everything up.

How many of your current customers will you keep by delivering a High Energy Wild Birds Unlimited Customer Experience?



Newly Lost Customers - Customers that have not shopped within the last 3 months.

Filter for Last Visit in the month 3 months ago to profile to customers whose last visit was three months ago. In this example, to contact Newly Lost customers in May set the following filters:


Step 2: Remove Date Sold Filter • Highlight the Date Sold filter in the “Filters: “ area of the dialogue box that pops up by default and click the “Remove”

button to delete that filter.

Step 3: Last Visit Filter • In the top left box titled “Field,” click the “Last Visit” filter and set the “Range” to Custom. From: 1/1/2013, To: 1/31/2013,

Click the add button to add this to the “Filters:” area • Click “Add”

Step 4: Generate the Report • Click the OK button to run the report and see your Newly Lost customers, those whose last visit was 3-4 months ago



Step 5: Export the Newly Lost Customer List • Right click on the report data, in the window that pops up this time select and left click on “Show/Hide Columns” leave the

name and address info checked, add last visit, lifetime visits, and lifetime sales if they are not checked, and uncheck the rest. You may also left click on the “Show/Hide Columns” icon in the tool bar to accomplish this. Click OK

• In the report go to the Lifetime Sales column and click on the column head twice, the first click will sort the column ascending, the second, descending. You will use this to help prioritize the list, later.

• Right click on the report data again and this time select “Export” from the pop-up options. In the export dialogue box, Destination: File, File Format: Comma Separated (CSV), uncheck the Export Hidden Rows box, click OK. Save the file to a location you can easily find it, such as the desktop.

Step 6: Select the customers most likely to respond • Go to your saved report on the computer, it will open with excel. Recency, Frequency, and Sales are generally the best

predictors of success for your relationship building contact with the Newly Lost customers. All the names on your list have the about the same recency, so consider the Lifetime Visits and Lifetime Sales columns. Also review the list for names you recognize, those who have moved far away, are deceased, etc.

• Narrow the list the number of names you find manageable, usually around fifty. Highlight and delete the rows that you want to omit. Print your chosen list of names and addresses.

Step 7: Send a personalized communication • During the course of the month send a letter or postcard to the names on your list with a brief message thanking them for

their past business and a brief comment about a timely nature happening, i.e., “Spring migration is at its peak I hope there are some fresh faces at your feeders. I always enjoy your visits, stop in and tell me what you are seeing. Thank you, again. Sincerely”- personally sign the cards or letters.

• Handwrite the customer name and address on the card or envelope. • Use a nature related stamp, this has been proven to increase direct mail response rates, no bulk mail or indicia.



Automated Email This re-engagement effort focuses on adding a more personalized element to the communication mix, remember they have probably been receiving your communications that included promotional offers. Personalization takes time and if a hand written Newly Lost campaign consistently falls thru the cracks consider utilizing the automated email option, not as personal but better than not having any communication with the Newly Lost. If you are not enrolled in the automated email program, which has many communication options in addition to the Newly Lost ask your Business Consultant for details on this great program.



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