Every extra day a great customer stays away is a signal. Will you act before they drift beyond reach?
What It Is:
Days Since Last Visit refers to the number of days that have passed since a customer’s most recent transaction or physical/digital visit.
It captures not just who is active, but who is cooling off, signaling a need for timely intervention and smart reactivation.
Why It Matters:
Days Since Last Visit is your earliest indicator of churn danger. It highlights lapsed users so brands can re-engage them before their relationship fizzles out.
Proactive outreach on recency builds retention and extends lifetime value, turning silent periods into opportunities for renewed loyalty.
Target Audience for This Parameter:
This parameter is most useful for:
Creating Powerful Segments with Days Since Last Visit
Pro Tip:
Use automation to dynamically tag customers hitting recency thresholds (30, 60, 90 days) and trigger tailored reactivation campaigns instantly, no manual effort required.
1. Single-Parameter Segment
- Segment: Customers with no visit or transaction in the last 60 days.
- Campaign Idea: “Come Back & Win!” – Personalized SMS/email offering a 15% comeback discount or freebie if they shop within the next week.
- Objective: Bring back lapsed users and stop churn in its tracks.
2. Multi-Parameter Segment #1 – Lapsed High Spenders
- Supporting Parameter: Total Billing
- Segment: Customers with lifetime billing above ₹50,000 who haven’t visited in the last 60 days.
- Campaign Idea: “We value your loyalty – here’s an exclusive comeback offer for our best customers.”
- Objective: Reactivate dormant but valuable buyers and boost immediate revenue.
3. Multi-Parameter Segment #2 – Category Loyalists
- Supporting Parameter: Category Affinity
- Segment: Customers inactive for 45+ days who mainly buy Footwear.
- Campaign Idea: “Fresh Sneaker Drop: New styles, special offer just for you so step back in style.”
- Objective: Deepen engagement for category-specific buyers and spotlight new arrivals.
4. Multi-Parameter Segment #3 – Unredeemed Value
- Supporting Parameter: Current Points
- Segment: Customers at 90+ days since last visit with 200+ unredeemed points.
- Engagement Campaign: “Redeem your points for instant rewards. Come back and unlock what’s yours!”
- Objective: Move dormant loyalty value into immediate transactions.
Multi-Parameter Segment #4 – Local Activation
- Supporting Parameter: City/Region
- Segment: Customers in Bangalore with 30+ days since last visit.
- Campaign Idea: “Banglore comeback bonus: Show this message for a special local-only perk!”
- Objective: Drive local store traffic and foster geo-targeted engagement.
Impact You Can Expect:
- +10-25% higher recovery rates for lapsed customers.
- Major reduction in churn among valuable segments.
- Faster points redemption and boosted loyalty program engagement.
- Traffic uplifts in priority regions and categories.
Key Takeaway:
Recency segments aren’t just about catching inactivity, they’re your ticket to timely, personalized retention that grows loyalty and revenue. Combine Days Since Last Visit with behavioral triggers and you’ll turn silence into opportunity, every single time.
Read More: Parameter of the Week: Total Billing
