Case Study: World of Books Group achieves a 131% increase in second purchases with RedEye's Predictive Modeller

World of Books increases their customers second purchase potential by 131%

World of Books Group, a seller of quality second‑hand books, faced a large base of one‑time purchasers and needed to drive second purchases to build loyalty and profitability. RedEye was engaged, using its Predictive Modeller (part of the Contour marketing automation suite) to identify which single‑purchase customers were most likely to buy again.

RedEye applied its Multi‑Purchase Predictive Model to World of Books Group’s contactable one‑time buyers—segmenting customers by zero, low and high propensity using transactional, behavioral and multi‑channel data—and ran a test where tailored lifecycle campaigns (targeted content and incentives) were sent to modelled segments versus regular emails. The high‑propensity group that received the dedicated campaign saw an 87% month‑on‑month increase in second purchases and a 131% uplift versus the control, enabling World of Books Group to convert more single buyers into profitable multi‑purchasers.

World of Books Group