Initiative Summary

Route Initiative Overview

Three strategic priorities for customer visits

The Approach
Prioritized customer engagement

Rather than random sales visits, this initiative uses RFM (Recency, Frequency, Monetary) scoring to identify which customers need attention most urgently. Each customer receives a visit priority score and recommended actions.

38

Cannot Lose

$5.14M at risk

1,215

At Risk

$8.66M savable

50

Reactivation

Top targets

Priority 1
Cannot Lose Customers
Urgent retention intervention

These 38 customers are high-frequency buyers who have suddenly stopped purchasing. They represent $5.14M in immediate revenue risk.

Identification criteria:

  • Recency score ≤ 2 (haven't purchased recently)
  • Frequency score ≥ 4 (historically frequent buyers)

Recommended action:

Urgent in-person visit. Understand why they stopped. Offer retention discount (5-10%). These customers were loyal - something changed. Find out what.

Priority 2
At Risk Customers
Proactive retention outreach

These 1,215 customers show declining purchase frequency. They haven't stopped buying, but the pattern suggests they might soon.$8.66M is savable through proactive engagement.

Identification criteria:

  • Recency score ≤ 2 (purchase gap longer than typical)
  • Frequency score ≥ 3 AND Monetary score ≥ 3 (valuable customers)

Recommended action:

Check-in visit. Ask about satisfaction. Introduce complementary products. These customers are drifting - reconnect before they leave.

Priority 3
Reactivation Targets
Win-back campaign for churned customers

The top 50 churned customers by historical revenue. These were once valuable accounts that have gone dormant. Many left within 2 years of their first purchase - the typical churn window.

Identification criteria:

  • Segment: Lost or Hibernating
  • Sorted by: Historical revenue (highest first)

Recommended action:

Reactivation offer (10-15% discount on first return order). Acknowledge the gap. Ask what changed. Win them back.

Route Output Format
What each route provides

Each generated route includes optimized stop sequence and customer context:

PARADA 1: TIENDA LA ECONOMIA (CANNOT LOSE)

- Ultimo pedido: 45 dias (Normal: cada 15 dias)

- Valor historico: $3.2MM

- Accion: Visita de retencion, ofrecer descuento 5%

Each stop includes:

  • Customer segment and priority score
  • Days since last purchase vs. typical frequency
  • Historical revenue value
  • Specific action recommendation
  • Contact information