This segment contains the customers who are of the lowest value to your business. This means customers with low profit margins as well as a heavier strain on logistics, by e.g. having many returns. Customers in this segment also have low repeat purchasing rates, low average order values and ultimately, low profits.

Out top 3 recommendations for this segment are:

  1. Excluding Least Valuable Customers from paid advertising

  2. If your business is large enough, exclude a look-a-like of Least Valuable Customers.

  3. Set up an email marketing flow to move customers away from being Least Valuable.

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