CompetitiveCyclist.com when first founded was an anomaly in the cycling industry. They were the first to sell high-end bicycles on the Internet in earnest. A great editorial approach earned a trusting customer base, but robust customer acquisition and conversion rates were elusive.
Enter segmentation based on the Customer Activation Cycle. The work began in the Fall of 2008. The database was segmented and analyzed for migration rates and valuation to determine acquisition costs. Once understood a simple communications strategy employing post card mailers and eMail marketing was implemented in early 2009 to contact Prospects and Casuals introducing them to Competitive Cyclists’ unique brand of professionalism and service.
Overall Customer File
Loyal Customer File