How can I increase my volumes with existing customers?
There are several ways to increase volumes. One of them is to increase the volumes with existing customers. But where should you best focus on, on increasing the volumes per trip, or is it better to focus on increasing the frequency of the customer?
Case
A manufacturer sees potential to stimulate volumes with existing customers, but does not know whether to focus on volume increase or frequency.
More insights into purchases with HML analysis
A heavy customer buys 7.4 kg, while a medium customer buys 2.2 kg and a light customer buys 700gr. Per trip, the difference in volume is not that big, per step it is 200gr. The big difference is in frequency, a heavy customer has a 6 times higher frequency compared to a light customer. So, the focus should mainly be on frequency, to increase the volumes with existing customers.
Among the heavy users, we mainly notice families with children between the ages of 3 and 13.
Source of the tables: in the 'HML Report' (available in the Advanced Pack), go to the 'Heavy Medium Light' tab and select the products.
Conclusion
The supplier will mainly have to focus on the medium and light customers. He is now strong with families with young children. He may want to shift the focus a bit, so that families with slightly older children also feel addressed to buy more.