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Retail Relay (C)

Wilcox, Ronald T. ; Venkatesan, Rajkumar

Reference: DARDEN-M-0868-E
Number of pages: 2
Publication Date: Apr 30, 2014
Fecha de edición: Nov 5, 2015
Source: Darden University of Virginia (USA)
Type of Document: Case
Industry Setting: Services

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Description

This short case serves as an epilogue to the A and B cases. Specializing in local organic meat and produce, Retail Relay has developed a new business model for online grocery shopping and delivery. Relay could tell from its customer-level purchase data that many of its existing customers were purchasing some grocery products from other vendors. Relay therefore developed a heuristic to categorize customers as active or churned. It could then explore how to use customer-level purchase information to determine factors that distinguish between active and churned customers. Two student spreadsheets accompany this case.

Keywords

churn customer lifetime value customer-level purchase data local and organic food logistic regression analysis