PELICAN STORE BUSINESS CASE
Pelican Stores is a chain of women’s apparel stores and a division of National Clothing. Pelican Store recently ran a promotion where discount coupons were sent to customers of other National Clothing stores. The data collected from the sale represents a sample of 100 in-store credit card transactions from promotional and regular customers, customers who made a purchase using the discount coupon or not. Pelican’s management would like to use this sample data to understand its customer base and evaluate the promotion involving discount coupons.
Overall, net sales for the day were $7,760.05 in which 76% of the sales were driven by promotional customers. Promotional customer net sales totaled $5,900.30 and regular customers were $1,859.75. The data shows that promotional customers drove the net sales by purchasing 266 items, 82.6% of the sample, where regular customers only purchased 56, 17.4% of the sample. The minimum age of the sample was 20 and maximum age was 78. The data shows that married women between the ages of 30 and 39 had the highest amount of net sales. It can be assumed that this is due to financial stability among a married household, obtaining two incomes, as opposed to a single female/male only having the one means of an income. Pelican Stores should market toward these attributes, targeting married women between the ages of 30-39, or develop a marketing plan to increase net sales for the customer base that was not as favorable, in order to further increase their net sales and make the company more profitable.
In conclusion, the Pelican Stores Business Case proves to have run a successful promotion, driving net sales up with the discount coupon provided to other National Clothing store customers. With this favorable data, it can be assumed that Pelican Stores will be moving forward with the distribution of these coupons in the future, to their regular customers in order to further produce profitability...
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