Table 1 contains data from a neighbourhood bakery's till records. The owner wants to segment customers by their purchase pattern before deciding which offer...
Question 1 Report
Table 1 contains data from a neighbourhood bakery's till records. The owner wants to segment customers by their purchase pattern before deciding which offers to send through the loyalty app.
(a) Which customer group spends the most per visit? [1]
(b) Identify the behavioural measure used to form the customer groups. [1]
(c) Explain one offer that could encourage morning-only customers to visit after 14:00. [3]
Answer Details
(a) Lunch customers spend the most per visit. [1]
Note: the till-record figures in Table 1 are not included in the supplied material; this response follows the supplied mark scheme.
(b) The behavioural measure is the usual time of purchase, also called buying occasion. [1]
(c) The bakery could send an app coupon for an afternoon drink and cake. It gives customers who normally visit only in the morning a reason to try the quieter period after 14:00. This may increase afternoon sales and make better use of staff and stock that are already available. [3]
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