Blažek - Affinity Models

For our client Blažek we always address only the best customers.

Blažek company is prominent Czech manufacturer of luxury clothing.


Our task was to identify the members of the Blažek’s loyalty club who were sensitive to rewards so as to extend the profitable relationship. To save on the marketing budget, and increase efficiency of the mailing campaing, the Blažek loyalty club offerings should only reach the repeat and most loyal customers. 


We used affinity model combining customer’s loyalty, past spending and his age as a Blažek’s customer. We came up with a predictive model built upon positive cases of back-coming customers. The model chooses customer with high probability of future purchase. Blažek offers advantages and discounts to these loyal and high-quality customers.


As Blažek’s business is extremely stable the same applies also for the predictive model. It has been used already in twelve different communication waves without any drop in its effectivity. The model is used to assort customers in ten groups (deciles) according to their score of probability of future purchase. The top decile buys in 22 out of 100 cases whereas the average sixth decile only in 2 cases out of 100. Targeting at the tenth decile is therefore ten times more profitable than targeting at the average sixth decile. This implies that addressing the tenth decile is ten times more profitable than addressing the whole customer database.

Leaving out the deciles 1-5 from communication leads to significant cost cutting and increase in profitability.


Results of this case study were confirmed by Antonín Wierer, retail & marketing director, BLAŽEK PRAHA a.s.


We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies. However you may visit Cookie Settings to provide a controlled consent.
Settings Accept
You can refuse consent here.
Cookie settings

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorised as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyse and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.


Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.


Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.


Performance cookies are used to understand and analyse the key performance indexes of the website which helps in delivering a better user experience for the visitors.


Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customised ads.