Mostgrowable customers MGCs

Customers who show potential to become more valuable customers. They are profitable when assessed in terms of lifetime value, but the number of product holdings or lifetime value is relatively low compared with the MVCs.

Strategies for these customers centre on extension, through making recommendations about relevant products based on previous purchases. Encouraging similar re-purchases could also be part of this. Online marketing offers great opportunities to make personalised recommendations through the web site and e-mail.

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