“Which customers should receive a reminder rather than a discount?”
Fundle Brain
01
Find the missed opportunity
Select one cohort and one behaviour. For example, identify customers whose second purchase is overdue relative to their category’s normal cadence.
02
Refine eligibility
Remove recent buyers and unsuitable records. Apply communication preferences, relevant channel availability and the campaign’s commercial exclusions.
03
Prepare the campaign
Develop the offer, copy and creative around the cohort’s need. Define frequency, timing and a consistent campaign identifier before activation in the configured channel.
04
Read the result
Compare purchase behaviour over the agreed window. Include returns, incentive cost and audience overlap before deciding whether to repeat or change the campaign.
BUILT AROUND THE WORK
The audience is the strategy.
A campaign starts with a behaviour to change: the missing second purchase, an overdue replenishment or a valuable customer drifting away. Fundle Brain connects that question to customer context, an offer and a measurable campaign brief.
01
Behaviour-led audiences
Specify recency, frequency, value, category and store context. Separate new customers from lapsing regulars; their reasons to buy again are different.
02
A complete campaign brief
Bring audience logic, exclusions, offer economics, message variants, channel and dates into one working brief. Give each variant a clear reason to exist.
03
Journey and promotion tools
The retail workspace includes segment, campaign, automated-campaign, coupon and bonus workspaces. Select the tools that match the programme and connected channels.
04
Commercial measurement
Connect delivery and engagement to orders, returns and contribution. Plan a comparison group where practical so a successful message can be distinguished from demand that would have happened anyway.
THE OPERATING FLOW
From the first question to the next useful action.
The same offer should not go to a first-time shopper and a long-standing customer. A campaign brief starts with the behaviour you want to change, then works backwards to the eligible audience and the offer economics.
01
Find the missed opportunity
Select one cohort and one behaviour. For example, identify customers whose second purchase is overdue relative to their category’s normal cadence.
02
Refine eligibility
Remove recent buyers and unsuitable records. Apply communication preferences, relevant channel availability and the campaign’s commercial exclusions.
03
Prepare the campaign
Develop the offer, copy and creative around the cohort’s need. Define frequency, timing and a consistent campaign identifier before activation in the configured channel.
04
Read the result
Compare purchase behaviour over the agreed window. Include returns, incentive cost and audience overlap before deciding whether to repeat or change the campaign.
BRING YOUR BUSINESS QUESTION
Give Fundle Brain something useful to work on.
Start with the question. Define the data and workflow needed to answer it.
↗Which customers should receive a reminder rather than a discount?
↗Which store cohorts have the largest second-purchase gap?
↗Did the offer create additional profitable purchases?
CONNECT
Start with the right data.
Transactions, customer cohorts, channel eligibility, stock, margins, campaign history and approved budget.
PUT IT TO WORK
Leave with a useful output.
Audience definition, offer rationale, message variants, exclusions and measurement plan.
MEASURE WHAT MATTERS
Incremental orders / gross margin / opt-outs
Use eligible audience size, delivery, response, purchase rate and contribution as distinct stages. Report attributed revenue separately from measured incremental impact, and track opt-outs alongside commercial results.
GOOD QUESTIONS
Before we get started.
Does Fundle send messages as soon as I ask?
Execution depends on your configured channels and permissions. Agree the eligible audience, creative, budget and approval rules before activation.
Can campaigns use loyalty context?
Yes, a scoped workflow can use programme eligibility, tier, balance or purchase history where the underlying data is connected. Define which fields determine membership of each audience.
How do we avoid overlapping offers?
Set exclusion windows, campaign priority and recent-contact rules. Keep the offer history with the audience so the next campaign can recognise what a customer has already received.
