This document summarizes a customer insight case study conducted for TM Lewin, a men's shirt retailer. The study analyzed 4 years of transaction data from nearly 1 million customers to understand customer segmentation, loyalty, and lifetime value. Key findings included identifying distinct customer groups, their recency, frequency and monetary value, as well as churn rates and the impact of discounting on first-time customers. Recommendations focused on building customer lifecycles, retention plans, and understanding the type of customers to better target promotions and make more data-driven decisions.

1. Customer insight case study

2. Introduction

3. About TM Lewin
► Established in 1898 in
Jermyn street
► Today T. M. Lewin has 93
stores, and 88 concessions in
11 different markets
Customer insight case study

4. Aim of the
project

5. Project Goals – TM Lewin
► To help TM Lewin gain an understanding of
best practice retail segmentation of customers
► Understand segmentation, loyalty and lifetime
value of customers who purchase multi-buy
shirts vs. single shirts
► Understand the impact of the current offer
strategy
Customer insight case study

6. The Data

7. Data audit
What is it?
► The Data audit is a snapshot of your customer
data
► We profile your customers using Experian’s
mosaic profiling tool
► We analyse your trading data to identify
positive and negative outliers
► Finally we identify distinct segments
Customer insight case study

8. The data
► 4 years of transactional data both on and off
line
► Nearly a million customers
► 11.5 GB of data
► 0.2% duplicated addresses
► 31,731 customers have moved since their last
order, we can provide their new addresses if
required
► 748 people have died 
► 5,788 have CCJ’s!!
Customer insight case study
3

9. Demographics - UK

10. Demographics
Customer insight case study

11. Where your customers are
Customer insight case study

12. 0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
UK Average TM Lewin
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
UK Average TM Lewin
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
UK Average TM Lewin
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
A-<£10,000
B-£10,000-£14,999
C-£15,000-£19,999
D-£20,000-£29,999
E-£30,000-£39,999
F-£40,000-£49,999
G-£50,000-£59,999
H-£60,000-£69,999
I-£70,000-£99,999
J-£100,000+
U-Unknown
UK Average TM Lewin
0.00%
5.00%
10.00%
15.00%
20.00%
25.00% BandA
BandB
BandC
BandD
BandE
BandF
BandG
BandH
U-Unclassified
UK Average TM Lewin
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
A-<£15,000
B-£15,000-£19,999
C-£20,000-£29,999
D-£30,000-£39,999
E-£40,000-£49,999
F-£50,000-£59,999
G-£60,000-£69,999
H-£70,000-£99,999
I-£100,000-£149,999
J-£150,000+
U-Unknown
UK Average TM Lewin
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
UK Average TM Lewin
Demographics
Customer insight case study

14. Full Price vs Discounted
customers.

15. Suit vs. Shirt buyers

16. Online vs
Offline

17. Example recommendation - Segmentation
► Customer Groups
Customer insight case study

18. Transactional
analysis

19. RFM

20. Recency
Customer insight case study
Recency
Banding
No of
customers Total Orders Total Value Total Qty AOV ACV
Orders per
Customer
Average item
price
items per
order
0-3 146,196 420,625 £36,315,235 1,279,580 £86.34 £248.40 2.9 £28.38 3.0
4-6 149,301 371,069 £32,608,976 1,220,239 £87.88 £218.41 2.5 £26.72 3.3
7-9 87,179 191,935 £17,483,207 614,346 £91.09 £200.54 2.2 £28.46 3.2
10-12 82,050 162,681 £15,079,680 529,571 £92.69 £183.79 2.0 £28.48 3.3
13-15 59,084 111,187 £10,354,100 366,321 £93.12 £175.24 1.9 £28.27 3.3
16-18 79,054 140,993 £12,471,153 475,508 £88.45 £157.75 1.8 £26.23 3.4
19-21 50,219 80,667 £7,529,827 262,717 £93.34 £149.94 1.6 £28.66 3.3
22-24 42,108 66,204 £6,047,931 221,111 £91.35 £143.63 1.6 £27.35 3.3
25-27 33,478 54,683 £5,012,205 186,968 £91.66 £149.72 1.6 £26.81 3.4
28-30 41,053 63,758 £5,625,298 219,570 £88.23 £137.03 1.6 £25.62 3.4
31-33 24,219 38,369 £3,623,715 139,347 £94.44 £149.62 1.6 £26.00 3.6
34-36 20,695 32,047 £2,962,419 113,019 £92.44 £143.15 1.5 £26.21 3.5
37-39 20,705 31,462 £2,712,796 112,138 £86.22 £131.02 1.5 £24.19 3.6
40-42 31,804 43,403 £3,480,328 151,740 £80.19 £109.43 1.4 £22.94 3.5

21. Frequency
Customer insight case study
Order
Band
No of
customers
Total
Orders Total Value Total Qty AOV ACV
Orders
per
Custom
er
Average
item
price
items per
order
1 561,482 561,482 £47,241,469 1,773,935 £84.14 £84.14 1.0 £26.63 3.2
2 187,766 375,532 £32,642,796 1,231,322 £86.92 £173.85 2.0 £26.51 3.3
3 86,871 260,613 £23,530,698 882,088 £90.29 £270.87 3.0 £26.68 3.4
4-5 73,035 318,760 £29,615,677 1,091,837 £92.91 £405.50 4.4 £27.12 3.4
6-7 26,222 167,455 £15,851,346 567,829 £94.66 £604.51 6.4 £27.92 3.4
8-9 10,880 91,308 £8,721,731 302,582 £95.52 £801.63 8.4 £28.82 3.3
10+ 10,528 144,729 £13,148,927 448,899 £90.85 £1,248.95 13.7 £29.29 3.1
Total 956,784 1,919,879 £170,752,645 6,298,492 £88.94 £178.47 2.0 £27.11 3.3

22. Churn
Customer insight case study
First Order
No of
Customers
Ordered in
next 6
month Retention
Ordered
in next
year Retention
Ordered
Following
year Retention
Spring 12 84,798 16,808 19.8% 26,173 30.9% 24,478 28.9%
Autumn 12 84,173 11,908 14.1% 22,055 26.2% 21,507 25.6%
Spring 13 62,844 10,298 16.4% 16,919 26.9% 16,791 26.7%
Autumn 13 82,446 12,225 14.8% 22,640 27.5% 21,832 26.5%
Spring 14 97,280 18,496 19.0% 30,347 31.2% 29,533 30.4%
Autumn 14 132,376 20,166 15.2% 34,593 26.1% 29,251 22.1%
Spring 15 118,726 20,939 17.6% 29,115 24.5%
Autumn 15 147,535 16,270 11.0%
Spring 16 89,240

23. First purchase

24. Discounting

25. First order discount - MARGIN
Customer insight case study
First order Discount
% Margin Value Margin %
Margin Value per
customer
0.0% £11,845,250 57.9% £72.78
1-10% £4,889,539 59.0% £91.20
11-20% £10,238,323 56.5% £106.62
21-30% £13,165,110 55.1% £116.10
31-40% £12,860,234 52.9% £109.55
41-50% £11,820,721 50.4% £82.42
51-60% £5,609,465 51.6% £84.14
61-70% £3,629,783 52.2% £82.28
71-80% £1,694,956 51.1% £66.01
81-90% £876,221 52.5% £56.30
91-100% £102,923 40.7% £37.48
Total £76,732,525 54.2% £91.20
+60% £ margin
Driven by AOV
& Frequency

26. Time between orders
2
6

27. Days to 2nd order

28. Recommendations

29. Cormac Folan says we’ve helped in three areas:
“Suggestions and
actions to build
out lifecycles and
retention plans
based on clear
trends in
customer
behaviour”
“To understand the
type of customers we
have in our database,
which has
contributed to our
ongoing customer
profiling and branded
proposition work”
“To understand the
impact of our core
promotional offering
on life time value and
retention by
acquisition channel,
enabling us to make
better data-led
decisions”

30. Cormac Folan testimonial quote
Cormac Folan - Head of
Online - TM Lewin
Customer insight case study
“This has given
us confidence
that the decisions
we make will be
profitable ones”

31. Thanks for listening
3