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FreshDirect is an online-only grocery home delivery service. Begin this assignment by reading this brief outline of the services and background provided by FreshDirect. This presentation also contains some important information about how FreshDirect classifies its loyal customers that might be helpful for this assignment.
FreshDirect Background InformationDownload FreshDirect Background Information Then, consider this dataset. For this assignment, you are given a complete set of data with desсrіptions (a true luxury!). After you have reviewed this data, consider the questions from the CFO, COO and CMO. FreshDirect Data Set and DesсrіptionsDownload FreshDirect Data Set and Desсrіptions Question from CFO: The CFO asserts that we could increase revenue the most by focusing on every three week shopper loyalty segment. Is she correct that the every three week shopper segment represents the greatest growth potential? (15 points)
What is the 12 month revenue growth potential of the every three week shopper segment? (15 points)
If she is not correct, which loyalty segment represents the greatest 12 month growth potential? (15 points)
What is the 12 month revenue growth potential in the loyalty segment that represents the greatest 12 month growth potential? (15 points)
Question from the COO: The COO is concerned about the utilization of the delivery infrastructure. He wants to know when the infrastructure is least used in Queens so FreshDirect could make promotional orders to customers to increase the number of orders. When is the infrastructure least used for Queens deliveries? (10 points)
Question from the CMO: The CMO believes that offering a discount will increase the sales of a segment to match the average sales of FreshDirect′s best customers in the same segment. She wants to offer a one week, 10% discount on dairy as one of the most frequently purchased item categories. If a one week 10% discount on dairy is made to bi-weekly shoppers who are not FreshDirect’s best customers, what is the expected increase in net sales during the same one week period? (30 points)