Question

Please review the Retail Relay (Chapter 12) case of the Cutting Edge Marketing Analytics textbook and answer the following questions:

1..    Would you recommend any adjustments to the company’s social media marketing campaign?

2.    Should Retail Relay move forward with the Richmond expansion?

Answer 1

1..    Would you recommend any adjustments to the company’s social media marketing campaign?

Because of the grass-route background Retail Relay provides, almost Uber-like, social media is going to be the greatest presence for Retail Relay because of the amounts of customers it can grab. However, this type of campaigning is tough, because the roll out to market and operating logistic challenges. The rollout from one big city to the next would be great and appealing (like UberEats). Therefore, the adjustments I would provide would be to get investors and vendors in each major city and plan the rollout of the service, while creating a buzz and providing marketing strategies from the vendors retail presence; maybe even offering a coupon in store (digital) for customers to use only with the service. The strategy of the social media route has to coincide with the local vendor’s operating goals, along with the local market’s expectations.

2.    Should Retail Relay move forward with the Richmond expansion?

Richmond has approximately 200,000 people, so this amount of consumers shows a great deal of opportunity for a pilot market, as the market is not too big and not too small, providing a nice stepping stone for Retail Relay. Also, Retail Relay must consider in the city are the amount of current grocery stores and farms. To make a better scientific business decision, the CLV and action plan in Richmond must be strategized, to keep the CLV in the area around the same (or less) than Charlottesville.