Loyalty Culture reduces illiquid goods

How to get feedback from customers using the Loyalty Culture platform and identify new trends in time or stop the purchase of goods that are not in demand?

Very often, the marketing department is faced with the question of introducing new products to expand the range.

It is important to understand that not all goods will “sell like hot cakes” and some groups (or individual items) may simply remain unclaimed for completely different reasons, ranging from geolocation (for example, ice cream will be much easier to sell in the south during the peak tourist season than in the northern regions) and ending with brand awareness.

A product that cannot be sold for a long period of time due to a lack of demand from consumers goes into a separate category and a headache for marketers - illiquid.

How to work with new products?

We will analyze the key stages based on the Loyalty Culture marketing automation platform and consider the example of introducing a new taste of baby food for children under 3 years old “cottage cheese with a pear” into the assortment.

  1. Analysis

At the first stage, we analyzed clients for the last six months using the following filters:

  • “bought goods of the category “Childhood””;
  • “bought goods for children from 1 to 3 years old”;
  • "visited a retail outlet at least once within the last 6 months."

We received a base of 11,678 customers who could potentially be interested in our new product.

2. Grouping by categories

In order to adapt the advertising message, the database was divided into several categories:

  • Young parents who buy baby food (26%);
  • Young parents who buy cottage cheese with a pear from another manufacturer (5%);
  • Young parents who buy goods from the "Childhood" category, but not food (46%);
  • Grandparents (23%).

3. Personal offer

We made an advertising module adapted to each target audience:

For the category of customers who buy cottage cheese with a pear from another manufacturer, they formed a price lower than that of a competitive product and limited the validity period;

For the rest of the young parents, they made an increased bonus for a limited period;

They made an increased bonus for grandparents and wrote about a promotion for confectionery.

We brought the material into the Loyalty Culture system.

4. Informating

Created a mailing request.

Depending on the information in the client card, the system sent out push notifications in the mobile application or mail, or viber, or sms messages.

5. Benefits

A week after the end of the promotion, we look at the sales results.

We send a message to all customers who bought pear curd and left an e-mail or registered in a mobile application with a request to leave a review and rate the product.


Out of 11,678 customers, 3,264 customers (28%) responded to the offer to buy a new curd, of which 53% left feedback and rated the new product.

1,436 customers (83%) were satisfied with the taste and are ready to make a purchase in the store again!

The marketing department is now fully confident that the product is liked by customers and will take its rightful place on the store shelf!

Do you have any questions? Want to learn more about the mechanics? write to us at  office@loycult.com or call +7 (495) 12-88-901, +7 (3412) 901-907 and we will be happy to answer any questions.