Without Churned, we would still be sending blanket emails to all customers. Now, we can identify high-value segments and act strategically, saving time and improving outcomes.
Pieter Duys
Founder - ThuysVers
Industry:
B2C subscription
Service company
ThuysVers
Size of customer base
25.000
Key products/services offered
Churn analytics, RFM segmentation and Next Best Actions
Introduction
Thuysvers experienced rapid growth in the fresh food delivery market but needed to improve customer retention and increase revenue from its existing customer base. Without a clear view of customer churn dynamics or data-driven customer insights, Thuysvers struggled to identify the right moments and methods to engage customers effectively. They needed a solution that would help them understand customer behavior, segment their audience, and deliver targeted, personalized marketing—ultimately ensuring that their quality, sustainable products remained the top choice for customers.
Challenges: Limited visibility into churn patterns, no structured retention strategy, and a lack of personalized engagement.
Impact on business: Potential loss of loyal customers and missed upsell opportunities due to one-size-fits-all marketing approaches.
Missing capabilities: A predictive, data-driven platform to uncover customer insights, segment customers based on behavior (e.g., RFM analysis), and craft personalized recommendations at scale.
Problem statement
Thuysvers chose Churned because of its ability to provide deep customer insights, predictive analytics, and segmentation—enabling data-driven marketing strategies without the complexity of manual analysis.
Reason for choosing Churned: Churned’s AI-driven platform identified at-risk customers, provided product-level recommendations, and supported RFM-based segmentation.
Key features: Predictive churn analysis, customer health scoring, RFM segmentation, personalized product recommendations, and plug-and-play integration.
Alignment with goals: By gaining insight into customer behavior and predicting when and why customers might leave, Thuysvers could proactively engage them at critical moments, increasing lifetime value and revenue.
Our strategy
Implementing Churned’s AI engine, Thuysvers segmented its customers using RFM (Recency, Frequency, Monetary) analysis. This enabled the identification of ‘Loyalists’ and ‘Champions’ segments—customers with a solid order history and strong purchase behavior—who would benefit from tailored product recommendations.
Usage in business: Thuysvers ran a marketing experiment: One-third of its customers received a standard newsletter, while two-thirds received personalized, Churned-driven product recommendations. This approach streamlined email marketing efforts, making them more relevant and engaging.
Onboarding process: [Placeholder: Details on the setup and integration timeframe]
Daily operations fit: The marketing team integrated Churned’s insights into their email campaigns and communication workflows, quickly identifying which customers should receive targeted offers to maximize engagement and conversion.
Results and Success Metrics
Thuysvers saw measurable improvements after adopting Churned:
32% higher conversion on emails: Personalized recommendations led to a significant uptick in conversions compared to generic newsletters.
Increased retention and revenue: By moving from broad communications to segment-specific offers, Thuysvers boosted customer retention (e.g., retention from first to second order increased from ~30% to ~40%) and saw revenue per email rise from €2 to €14.
Quantifiable improvements: More effective segmentation and messaging created stronger loyalty among top customers, maximizing the value of Thuysvers’ existing customer base.
The Future with Churned
Thuysvers plans to continue leveraging Churned’s predictive analytics and personalized engagement tools to refine its retention strategies.
Continued use: Using Churned’s advanced cohorts and segmentation, Thuysvers can forecast potential revenue and further optimize product recommendations.
Growth integration: As Thuysvers scales, Churned will help maintain high levels of personalization and customer satisfaction, ensuring they remain a top choice for fresh, sustainable groceries.
Key Takeaways
Thuysvers, a fast-growing online grocery delivery service, leveraged Churned’s AI-driven segmentation and personalized product recommendations to boost email conversions by 32%, raise revenue per email from €2 to €14, and improve customer retention from 30% to 40% between the first and second order. By shifting from one-size-fits-all campaigns to highly targeted outreach, Thuysvers successfully engaged top customer segments and fueled sustainable growth.
Higher Conversions: +32% on tailored email campaigns
Revenue Increase: Jumped from €2 to €14 per email
Improved Retention: First-to-second order retention rose from 30% to 40%
Strategic Segmentation: RFM analysis enabled personalized recommendations that resonated with loyal customers
Results
32% higher email conversion rates
Retention rate improved from ~30% to ~40%
€2 to €14 increase in revenue per email
Written by
Michiel Doornenbal
Founder & CEO
