Customer Data Platform Shows 81% of Spyder’s Revenue from 20% of Customers
Spyder, the world’s largest specialty snowsports brand, used the Lexer CDP to bring data together and identify their best customers.
The result? A holistic view of lifetime value revealing a small number of customers account for a lion’s share of their revenue.
Identifying high-value customers with a single customer view
Using Lexer, Spyder unified e-commerce transactions with email engagement and product category data to provide rich insight into past purchases, lifetime value and product preference for every single customer.
A clear view of customer value distribution led to a compelling insight: The top 5% of their customers account for 67% of all revenue, and the top 20% contribute 81%.
“It became clear that we had a very loyal group of customers who had a material impact on our bottom line,” said Spyder CEO, Nick Adcock.
“To grow revenue, we needed to focus on retaining them and acquiring new customers with similar qualities.”
– Nick Adcock, CEO, Spyder