Abstract:In this case study, students combine data-based insights with strategic considerations to make fundamental business decisions at the German grocery retail chain Real. In response to dwindling numbers of customers and reduced revenues, Real developed the RealPro customer benefits program to achieve a quick turnaround. For a fixed annual fee, RealPro members receive substantial and permanent discounts of 20% on nonpromoted items from a broad range of food categories. Students employ data analytics methods to ext… Show more
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