Customer life cycle

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Another example. In consumer data, you can see whether a household (or an average household per postcode area) owns pets. If there are relatively many households with dogs, the shelf with pet food can be prominently arranged for dog owners and the brands of cat food get a less prominent place. Of course, we do the same online and we also try to proclaim the right message, appropriate for the target group.

Customer life cycle: growing with products
Many organizations have different product groups that exist side by side. These product groups may seem to compete with each other, but you can often see a clear sequence. Someone often starts with an entry-level model and then grows with the products. Eventually, the transition from the entry-level model to the successor is made in a natural way.

The different products can be compared to the phase of life that people are in. Parents with children around 14 often give a camera as a gift. When these children have children of their own, they may buy a more professional camera to capture their first steps. If they retire and go on many city trips, it is more interesting to buy a good compact camera because it is easy to take with you.


'kw' is customer value and 't' is time. As consumers get older they need different products. In this case you see that customer value increases with time. Source: 4orange

Key insights
For your organization, these kinds of insights can be important. Don't we all want to be able to predict when people are going to buy certain products and where they can be found? By combining all the elements from this blog: consumer profiles, customer profiles, customer life cycle and local marketing, you can send the right, most interesting target group to you, a relevant message, at the right time in their lives based on postcode areas.

Set up a targeted campaign in five steps
Data : Make sure your database is clean and contains the uae phone data correct information. If you have different product groups, try to separate them as much as possible in the database.
Analysis : How do your customers compare to households in the Netherlands?
Profile : Based on the available customer data, you can create a profile. This profile focuses on, for example, life phase, brand preferences and family composition.
Customer life cycle : Map the product groups and their order. See if you can link these to certain events in the consumer's life.
Message : Create a relevant message per product group, linked to the phase of life the consumer is in or will be in shortly. For example, is he or she about to retire?
Once you have completed these steps, you can set up the campaign. Choose a product for which you want to run the campaign. Choose the customer lifecycle and the customer profile you want to focus on. Find the postcode areas where these consumers live. Choose the message that is relevant to them and to the product and send it out.