Case Study Prompt
Your client is a music retailer that has grown through acquisitions, acquiring 45 retailers in the past 5 years. They operate 750 stores nationally. They have already decreased costs through operational improvements, but the firm now has 15 brands, which has left customers confused, so the client is undergoing a re-branding effort.
They are concerned that they have no information on their customers, only sales data, and therefore cannot segment customers across product lines or genres.
The client wants to implement a loyalty program to identify and understand their customers. They want you help the figure out how to construct the loyalty plan.
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