Green Hills Market Loyalty Program Case Solution
This case is about Business
With the competitive 2007 holiday approaching, Gary Hawkins (CEO of Green Hills Market, an independent grocery merchant in Syracuse, NY) was searching for a marketing program that would keep his finest clients concerning Green Hills for all their vacation meal shopping. Hawkins understood that his bigger rivals (such as Price Chopper, Wegmans, and Wal-Mart) would utilize their size and purchasing power to obtain items at the most affordable possible expense, allowing them to provide all-time low costs. Hawkins was trying to find a program that would make the most of Green Hills’ exclusive systems for tracking clients’ purchasing patterns and shopping choices. The advertising program under consideration was a connection program, where buyers made points that may be redeemed for pieces of Arzberg porcelain. Hawkins and his group had to develop their goals for the holiday and choose whether the Arzberg promo was right for Green Hills Market. The case can be accompanied by an information set (“M318 Green Hills Data Set”) that catches weekly expenses by a sample of 1000 homes patronizing Green Hills Market previously, throughout, and after the Arzberg marketing program. The trainees can utilize these information (and other details offered in the event) to take a look at how well the Arzberg promo really worked.