As the second largest e-tailer in the country, NewEgg understands the value of mobile throughout the overall customer lifecycle. Teaming up with Goodness Manufacturing, Dark Matter created a mobile segmentation strategy with a detailed approach to using mobile to increase customer loyalty.

We found that while NewEgg’s overall audience was quite large, the role mobile plays was very different depending on the customer segment. What’s more is that the mobile tactics being used didn’t clearly ladder up to the target customer’s unique mobile behavior. As a solution to the problem, Dark Matter created a series of behavioral models which takes individual mobile tactics and maps them to a larger behavioral trend. This provides a much clearer view of how a customer is using their mobile device throughout the NewEgg relationship and also gives NewEgg marketers a better understanding of how and when to message to them. Some highlights of the segmentation strategy included:

» A detailed mobile segmentation model based on the existing segmentation strategy
» Campaign level recommendations for customer retention
» A phased approach on how the role of mobile changes over the next 12 months
» Mobile tactical matrix illustrating which tactics work across which customer segments
» Quick-reference guide tracking mobile tactics to marketing goals