About the Company

Competitive Cyclist when first founded was an anomaly in the cycling industry. They were the first to sell high-end bicycles on the Internet in earnest. A great editorial approach earned a trusting customer base

Our Partnership

Compass and Nail was engaged in a rather surgical effort to further understand and then optimize customer acquisition and conversion rate.

Strategy Focus

Starting segmentation based on the Customer Activation Cycle. The database was segmented and analyzed for migration rates and valuation to determine acquisition costs. Once understood a simple communications strategy employing post card mailers and eMail marketing was implemented to contact Prospects and Casuals introducing them to Competitive Cyclists’ unique brand of professionalism and service.

Demonstrated Impact

Repeat purchase was doubled in a span of 12-24 months, contribution dollars doubled, the customer buyer file doubled, and LTV increased 67%. Subtle adjustments to messaging and segmentation can unlock growth and value that is hidden in typical data analytics. The customer migration analysis specific to the construct of the Customer Activation Cycle has that capability.