Robinsons Equestrian – Customer Growth

Understanding customer value and opportunities for growth

Robinsons had traditionally operated a twice yearly catalogue model with little customer management in season. We were engaged to analyse customer value and to deliver:

–    New value based segmentation based on the Binary system

–    Customer strategies to enhance value from each segment

–    In season Communication plans and contact strategies across all media.

The new approach was successfully adopted and forms the basis of customer planning.