With competitive 2007 holiday season approaching, Gary Hawkins (CEO of Green Hills Market, independent grocery store in Syracuse, New York) was looking for a promotion program that would keep their best customers to come to Green Hills for all their holiday shopping. Hawkins knew his biggest competitors (such as Price Chopper, Wegmans and Wal-Mart) used its size and purchasing power to buy products at the lowest possible cost, which allows them to offer challenging prices. Hawkins was looking for a program that would benefit from proprietary systems to monitor the green hills of customers buying habits and buying preferences. Promotion program in question is an ongoing program in which buyers have earned points that could be redeemed against Arzberg porcelain. Hawkins and his team had to set goals for the holiday season and decide whether or not it was good promotion Arzberg market for Green Hills. The case can be accompanied by a set of data (“Data Set M318 Green Hills”) that captures the weekly spending of a sample of 1,000 households shopping at Green Hills market before, during and after the program to promote Arzberg. Students can use this information (and other information available on the case) to examine how the promotion Arzberg actually worked. “Green Hills M318 Data Set” is available from [email protected]
by
James Lattin,
Meredith P. Jensen
Source: Stanford University
29 pages.
Date Posted: April 20, 2009. Prod #: M318-PDF-ENG
Green Hills Market loyalty program Solution Box
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