Discover how predictive churn scoring helps retailers identify at-risk customers early and take action to reduce churn. Learn how to keep more customers loyal and engaged.
In retail, acquiring a new customer is hard, but losing one is easy. And often, by the time you realize a customer has disappeared, it’s too late to win them back.
That’s where predictive churn scoring comes in. Instead of reacting to lost customers, predictive churn scoring helps you spot the signs of disengagement early and take meaningful action to keep shoppers from slipping away.
Let’s explore how this works, what churn scores really mean, and how leading retailers are using this insight to keep customers engaged and loyal.
Predictive churn scoring is calculated in your customer data platform (CDP) or CRM system and serves as your early warning system. It analyzes each customer’s behavior, including email opens, click rates, purchase frequency, and activity history, and calculates the probability of them ceasing to engage with your brand. This is called predictive churn scoring, and it helps you keep an eye on customers who are predicted to have a high risk of churn.
If you’re using Voyado, churn scores are generated automatically for every customer in your database. The score ranges from 0.0 to 1.0, with higher values indicating a greater risk of churn.
Here’s how to interpret the scale:
| Score | Description |
|---|---|
| 0.0 – 0.50 | Active (Low churn score) |
| 0.51 – 0.69 | Declining (Medium churn score) |
| 0.70 – 1.00 | Churning (High churn score) |
This score is updated as new behavior is tracked—making it a dynamic tool for marketers who want to stay ahead of churn rather than clean up after it.
A customer doesn’t wake up one day and decide to stop shopping with you. There are signals. Maybe they stopped opening your emails. Maybe their purchase frequency dropped off. Maybe they only react to deep discounts and ignore everything else.
These are your warning signs. And if you can spot them early, you can act before the relationship is lost. With churn scoring, you can:
Loyalty management is a win. Did you know that some of the fashion brands that use Voyado for their loyalty program have seen an average of 32% average decline in marketing cost and 84% average upselling increase. Want to know more what ROI a loyalty program can give you, look here.
If a customer has a high churn rate, it is very likely that he/she does not open your emails often and does not have an overall interest in your brand anymore. Once you know who’s likely to churn, the next step is to personalize your response. Here’s a step-by-step example you can implement:
Churn scoring is powerful on its own, but when you layer in recent activity, it becomes a real-time retention engine. Here are a few tips:
This is how smart retailers use data + behavior to act before customers fade away.
Most retailers wait until a customer is inactive for months before trying to win them back. But by then, they may have already switched to a competitor, or simply moved on. Let’s face it, no brand is immune to churn. You can however dramatically reduce it with the right tools in place. With Voyado, you get:
You don’t have to guess who’s losing interest—you’ll know. And you’ll have everything you need to turn potential churners into loyal returners.
We love all things customer and product data, and would love to chat about your brand’s individual challenges, and how our solutions can help.
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