Customer Revenue Risk· CASE STUDY
Purchase frequency among loyal customers fell 12 %. The cause was the in-store experience, not the range.
Purchase frequency among loyal customers fell 12 % over two quarters. Marketing planned a range offensive and a new loyalty scheme.
300 customer conversations showed that after staff cuts, stores lacked the personal advice loyal customers valued most. The range was not an issue.
Fixed advice hours at peak times were introduced in the 30 highest-revenue stores. The loyalty scheme was postponed.
In pilot stores, purchase frequency recovered by 9 % within three months.
The answer was simpler and cheaper than our plan.
This case was delivered as a Clarity Scan. About the format
Anonymised example.
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