Your firm sells high-end road and mountain bikes and related accessories. The following information is available to estimate customer lifetime value for a new customer: Average order: $ 510 Frequency of orders: 1.9 /year Average margin: 60 % markup on retail Customer retention rate: 62 % Promotional/communication costs/yr $ 38 Your discount rate: 10 % Customer acquisition cost $ 145 What is the maximum amount your firm can afford to spend to increase customer retention from 62 % to 81 %? Report your answer rounded to the nearest dollar. To answer the question, calculate CLV at the higher retention rate and subtract the CLV at the lower retention rate. The difference will be the maximum amount the company can afford to spend to increase customer retention.

Your firm sells high-end road and mountain bikes and related accessories. The following information is available to estimate customer lifetime value for a new customer: Average order: $ 510 Frequency of orders: 1.9 /year Average margin: 60 % markup on retail Customer retention rate: 62 % Promotional/communication costs/yr $ 38 Your discount rate: 10 % Customer acquisition cost $ 145 What is the maximum amount your firm can afford to spend to increase customer retention from 62 % to 81 %? Report your answer rounded to the nearest dollar. To answer the question, calculate CLV at the higher retention rate and subtract the CLV at the lower retention rate. The difference will be the maximum amount the company can afford to spend to increase customer retention.

FINANCIAL ACCOUNTING

10th Edition

ISBN:9781259964947

Author:Libby

Publisher:Libby

Chapter1: Financial Statements And Business Decisions

Section: Chapter Questions

Problem 1Q

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