If You Build Customer Lifetime Value, They Will Come

Don't weaponize personalization

Illustration of a group of people being joined by a smaller group
Brands need to find the optimized level at which they can be helpful and meaningful to consumers. Getty Images

Let’s imagine, for example, that you’re selling a soft drink. The category typically has two types of buyers: passionate and infrequent. Either you drink soft drinks every day and twice on Sunday, or you have them occasionally when eating lunch. The former kind of customer is of serious interest to the marketer, who will want to reward their loyalty. The latter type, not so much. Those consumers merely need to be reminded of the product and prompted at the right moments to buy, such as when they’re in an amusement park on a hot day.

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@jacquesvan Jacques van Niekerk is the global CEO of Wunderman Thompson Data.