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London Jets - Section1 - Group17

The London Jets hockey franchise needs to increase revenue to avoid being sold. Their previous ad campaign failed and customer retention is low. The report recommends segmenting customers based on recency, frequency, and monetary value of purchases. It suggests targeted retention strategies for each segment such as fan club memberships, discounted tickets and merchandise, coupons, and communications about bundles and team updates. An Excel file with additional details is included.

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Saswat Kumar Dey
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163 views2 pages

London Jets - Section1 - Group17

The London Jets hockey franchise needs to increase revenue to avoid being sold. Their previous ad campaign failed and customer retention is low. The report recommends segmenting customers based on recency, frequency, and monetary value of purchases. It suggests targeted retention strategies for each segment such as fan club memberships, discounted tickets and merchandise, coupons, and communications about bundles and team updates. An Excel file with additional details is included.

Uploaded by

Saswat Kumar Dey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CUSTOMER RELATIONSHIP

MANAGEMENT ASSIGNMENT

LONDON JETS

Submitted by:

Section 1 - Group 17

FT
Name Number
Goutham Sabbavarapu FT204031
Harish Reddy N FT204032
Sai Krishna K FT204074
Sumit Mohan Gupta FT204087
Joshua Chelliah Paul FT204042
INTRODUCTION:
 The London Jets hockey franchise was facing an immediate need to increase revenues to
avoid being sold to a new owner.
 Such a sale could result in the team being moved out of the capital city.
 A high budget ad campaign which had been run for most of the preceding season had
tanked badly.
 The only customer retention strategy being followed by the Jets was the London Jets Fan
Club. As a result, customer retention rates were low.

RECOMMENDATIONS:
 For Group 1 (which bought recently, bought frequently and spent the most), the Jets can
offer Fan Club membership as well as merchandise to encourage retention.

 For Group 2 (which bought recently, bought frequently and spent low), the Jets can offer
Fan Club membership and season tickets at a discount.

 For Group 3 (which bought recently, bought less frequently and spent the most), the Jets
can offer discounts on merchandise to ensure repeated purchases.

 For Group 4 (which bought recently, bought less frequently and spent low), the Jets can
offer coupons or offers that can be availed for the next game.

 For Group 5 (which has low recency, bought frequently and spent the most), the Jets can
offer provide information regarding bundle packages.

 For Group 6 (which has low recency, bought frequently and spent low), the Jets can offer
bundles based on past purchases.

 For Group 7 (which has low recency, bought less frequently and spent the most), the Jets
can target them to buy high value bundles.

 For Group 8 (which has low recency, bought less frequently and spent low), the Jets can
send out text and mail communications regarding the Jets’ schedule, merchandise, news
and updates.

EXCEL FILE:

Section 1_Group
17.xlsx

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