Enhancing new revenue potential with Archetype

Jaywing partnered with a leading homeware and fashion ecommerce retailer to support their revenue growth plans through customer insights and data-driven strategies. Ten years of transactional, website, and customer data, including credit application information, was cleansed and organised ready for analysing. Archetype was used to build an array of propensity models, identifying key drivers of customer value. The models focused on factors such as repurchase likelihood, cross-sell opportunities, credit uptake, and customer attrition. At a time of rising paper costs, the repurchase scores were deployed to optimise Direct Mail strategies, ultimately reducing spend on low-value customers with minimal likelihood of return. Jaywing also developed AI models to predict customers' preferred products and credit usage. By integrating order history, credit applications, and website activity, these models enabled precise targeting of outbound campaigns to encourage high-value behaviour such as cross-sell, up-sell and credit uptake. The retailer also utilised customer insights to shift from broad discounting to targeted offers that generated incremental value rather than giving away margin through unnecessary discounts.