How do you shift your customers up a gear in spend and loyalty?
No one likes to be pigeonholed. Not in the real world. Not in your customer database. Responsive segmentation is the key to understanding and acting on true customer value.
We created Gearbox - a segmentation strategy based on transactional and attitudinal attributes. It's the basis of more relevant - and more rewarding - customer conversations. And it lets dunhill migrate customers to more profitable segments as their behaviour changes.
Talking to customers in different ways according to their different spending moods makes them a lot more genial - and a lot more generous. The customer management programme continues to migrate customers into more profitable segments year on year and what's more we're improving it all the time, with insights from new campaigns feeding back into Gearbox.