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Retail Relay (C)
Wilcox, Ronald T.; Venkatesan, Rajkumar Case M-0868 / Published April 30, 2014 / 2 pages.
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Product Overview

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.


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  • Overview

    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.

  • Learning Objectives