The primary goal set by the management of a large-scale retailer was to identify the behavioural profile of a target group that was gradually moving away from the retail space and to understand the barriers they encountered in their relationship with the brand. How to find the reasons of this disengagement and develop an effective retention and win-back strategy?

We began with data analysis from CRM, loyalty cards and interactions with the website and app. This allowed us to identify the profiles of dormant targets or those who had abandoned browsing. We then launched a targeted recruitment to listen to this audience through in-depth interviews, in order to identify new needs emerging from the market and new purchasing habits that had partly contributed to their distancing from retail.

The same individuals were asked to perform assisted browsing on the e-commerce site and app, using neuromarketing tools like eye tracking and biofeedback to explore the emotional and unconscious drivers of shoppers, including their perceptions, experiences and the barriers that interrupted the purchase.

The key to winning back a dormant or lost customer is to "delight them!" Show them that you’ve noticed their absence and make them feel that their opinion is valued to constantly improve. Sometimes shoppers shy away or take a break from retail hastily and unconsciously. Collecting feedback from inactive customers can provide valuable insights to turn "touchpoints" into "trust points." Sending them a special invitation to engaging loyalty programmes or offering personalised updates on products they have always purchased demonstrates care and can be an effective win-back strategy.