What is the primary goal for marketers targeting lapsing users?

The primary goal for marketers targeting lapsing users is to prompt them to make another purchase. This is a crucial focus because these users have previously engaged with the brand but have not made recent purchases. By specifically aiming to re-engage these customers, marketers can implement strategies to entice them back into the buying cycle, often leveraging incentives, personalized communications, or exclusive offers to reignite their interest.

While increasing brand awareness, gathering customer feedback, and understanding user preferences are important aspects of overall marketing strategy, they do not directly address the immediate objective of reconnecting with users who have shown a decline in purchasing activity. The emphasis is on converting lapsed customers back into active buyers, which is essential for maintaining revenue streams and fostering customer loyalty.