Project Description

Case Study

How Kirkland’s Deepened Their Segment Insight To Reduce Churn

Kirkland’s Challenge:

With classic long purchase cycles in their category, US Home Goods Retailer Kirkland’s wanted to keep consumers engaged to reduce churn while simultaneously growing customer base

Kognitiv’s Approach:

We began by connecting various data sources to understand how behavior and emotion drive loyalty by conducting segmentation analysis and qual research.

We then mapped critical segments against SmartJourney® Milestones to identify areas for customer growth or potential churn.

By developing holistic personas, created from transactional and quant data, we gave Kirkland deeper insights for the experiences that increase store visits and average spend.

Business Results:

#1

K-Club Program ranked Top Home Goods Loyalty Program in 2020 by Newsweek

3

Unique customer segments identified

3.6M

Members analyzed from research assignment

$454M

In projected revenue growth opportunities

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