Green Hills Market Loyalty Program Case Solution
With the competitive 2007 holiday approaching, Gary Hawkins (CEO of Green Hills Market, an independent grocery merchant in Syracuse, NY) was searching for an advertising program that would keep his finest consumers pertaining to Green Hills for all their vacation meal shopping. Hawkins understood that his bigger rivals (such as Price Chopper, Wegmans, and Wal-Mart) would utilize their size and purchasing power to obtain items at the most affordable possible expense, allowing them to use all-time low rates. Hawkins was trying to find a program that would benefit from Green Hills' exclusive systems for tracking consumers' purchasing patterns and shopping choices. The marketing program under consideration was a connection program, where consumers made points that may be redeemed for pieces of Arzberg porcelain. Hawkins and his group had to develop their goals for the holiday and choose whether the Arzberg promo was right for Green Hills Market. The case can be accompanied by an information set ("M318 Green Hills Data Set") that catches weekly expenses by a sample of 1000 homes patronizing Green Hills Market in the past, throughout, and after the Arzberg marketing program. The trainees can utilize these information (and other details readily available in the event) to analyze how well the Arzberg promo in fact worked.
This is just an excerpt. This case is about Business
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