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Data from customer engagement specialists Optimove, which analysed the behaviour of more than 1m shoppers over two years, suggests that offering a lower level of discount, from 5%-30% does help “charm” customers, with the chances of a customer returning for a second purchase increasing up to the 20% mark. After that the customer is more likely to be a short-term bargain hunter with little brand loyalty.

Customers whose first purchase from a brand is discounted by over 30% are less likely to buy from that brand again. While they will buy a single bargain it will not help build long-term brand loyalty.

As discounts rise over 30% retailers are more likely to attract one-time shoppers that “cherry pick” single bargains, customer engagement specialist Optimove has found.

Sales intelligence can also take the form of tools like Optimove, which uses micro-segmentation to organize and analyze customer data. By micro-segmenting customers, the platform is able to predict the behaviors of multiple customer types so that companies can create targeted marketing and sales campaigns.

Pini Yakuel, founder and CEO of customer engagement specialists Optimove, talks about the coming changes in the financial services sector.

The rise in automated and AI-powered marketing, where repetitive tasks are delegated to machines and bots, is allowing many businesses to shift their focus to data-driven marketing, and to better address marketing challenges.

Technology has created a new era for marketers, says Pini Yakuel. But the move from traditional media to the web is not as simple as putting ads online – they must be carefully targeted so as not to bombard and provoke the viewer into deploying ad-blockers and shifting their loyalty elsewhere.

Pini Yakuel, founder and CEO of customer engagement specialists Optimove, talks about the coming changes in the financial services sector.

Optimove was valued at $100 million last September and currently employs 150, including 10 in London and 15 in New York.

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