RFM ASSIGNMENT (1)
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School
George Brown College Canada *
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Course
2033
Subject
Information Systems
Date
Dec 6, 2023
Type
docx
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3
Uploaded by MajorKangarooMaster900
MARK 2033 - Database Marketing - RFM Assignment
(Assignment 2)
This assignment is worth 10% towards your final grade
o
Due date: no later than the start of class week 11
Please complete assignment in your formed groups
The assignment is based on the concept of RFM analysis (recency, frequency,
monetary value)
o
Lecture slides are posted on Brightspace.
o
Refer to the PowerPoint slides for further information on RFM and
guidelines that can be used to complete your assignment.
o
Please limit your assignment to 2 pages maximum
Assignment Case
The subject of the assignment is
Bass Pro Outlets
,
an
American
privately held sporting
goods retailer that offers hunting, fishing, camping, and other outdoor related
merchandise.
They operate close 200 stores across the United States and Canada and
beyond sporting goods, the company operates wilderness resort destinations, and has
sponsorships with NASCAR, the NRA and a variety of military and veteran’s
organizations.
In 2022, Bass Pro's U.S. retail sales amounted to roughly seven billion
U.S. dollars and were ranked the top North American retailer in the
Camping and
Outdoor Gear category.
In 2023, the Canadian sports and outdoor industry was worth
approximately $7.4 billion*, demonstrating that even though they are a smaller piece of
the puzzle, Canadians do love their sports and outdoor gear!
Bass Pro has a lengthy database of their customers’ names, home/email addresses and
mobile numbers. As a thank you gesture, they would like to recognize their “best”
customers with a $100 Bass gift card, redeemable at any of their retail locations.
Unfortunately,
they do not know who their best customers are and what type of
strategy they should implement to recognize and reward them for their patronage.
The Task
1.
Develop a descriptive RFM ranking from “1 to 5” that identifies Bass Pro’s best to
worst customers based on their Recency, Frequency and Monetary Value (spend).
o
Provide a detailed RFM analysis describing what each score from 1 to 5 means
for each R, F and M segment.
o
Use the examples from the lecture on RFM as a source
2.
Classify and highlight which scores (ranging from 555 to 111) will reflect the Best,
Middle and Worst Bass Pro customers. State why you support your selections.
3.
Create a “mini” direct response marketing campaign that reaches out to the best
customers
o
What direct media (direct mail, email, text, DRTV, ...) would you use?
o
Why is this choice the best fit for the customer?
o
How would you get the customer to respond?
*IBIS Facts - 2023
Please Note:
l
Reports must be submitted on Brightspace before the beginning of
class week 11
(EST
)
o
Only 1 member of your group should submit the assignment on your
behalf on Brightspace
o
Include the full names of your group members, student ID numbers & a
cover page
o
NO individual reports
Individual reports will not be accepted and will be assigned an F
grade
o
Assignments may be done in groups of up to 5 people or with your group
assignment team
l
Submit the assignment online in MS Word format ONLY and NOT PDF
l
NO LATE REPORTS
o
Late reports will not be accepted
o
The plagiarizing or sharing of answers from other groups will result in a
score of zero
l
PROOFREAD FOR GRAMMAR & SPELLING
o
Reports must have a title page, with the students’ full names and ID #s
o
Reports are required to be client ready and professional.
o
Therefore, they must be coherent, logically organized, and free of
distracting spelling, punctuation and grammatical errors.
o
I
f these requirements are not met, the report will be assigned an F grade
l
Assistance
o
The George Brown College Learning Center (TLC) can assist you with
writing tips and pointers to help you succeed.
Please visit them at
https://www.georgebrown.ca/tutoring-and-learning-
centre/resources/english-resources
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