Question

Northern Trail Outfitters (NTO) wants to implement a drip campaign to its highest -value outdoor sports customers. NTO is including a deep product discount and wants to limit the audience to not only its best customers, but also those customers most likely to respond.

Which three criteria should the customer use to create an audience for this campaign?

Choose 3 answers

A. Proximity to Store

B. Ages in Household

C. Lifetime Purchase Value

D. Conversion Rate

E. Last Purchase Date

Answer 1

To create an audience for NTO's drip campaign, focus on Lifetime Purchase Value, Conversion Rate, and Last Purchase Date. These criteria indicate customer loyalty, the likelihood of purchase, and recent engagement with the brand, which are essential for a campaign targeting high-value customers most likely to respond.

Step-by-step explanation:

The criteria that Northern Trail Outfitters (NTO) should use to create an audience for their drip campaign targeting high-value outdoor sports customers would ideally focus on the highest potential for sales conversion and customer value. The following three criteria would be most beneficial:

• Lifetime Purchase Value: This indicates the total worth of purchases a customer has made over time, showcasing customer loyalty and investment in the brand.
• Conversion Rate: This metric would help in identifying customers who not only show interest but also follow through with purchases, making them more likely to respond to the campaign.
• Last Purchase Date: Recent purchase activity can signal active engagement with the brand and a higher likelihood to take advantage of a new offer, especially when combined with a deep product discount.

While proximity to a store might seem important, it is less relevant for online sales and does not necessarily correspond to customer value or responsiveness. Similarly, the ages in the household may not provide direct insight into purchasing behavior concerning high-value outdoor sports equipment.