This file is the presentation that accompanied my final paper for a CRM class at Bentley. It discusses recency, frequency, monetary strategies for a small North American retailer.

1. Analysis and Strategy for Retailer Loyalty Program Members Jayna Dinsmore MK726 December 10, 2008

4. Cluster Personalities – Clusters 1-4 Tenure: Best performing cluster details on next slide 41 (2.3%) $26.87 $60.92 321.45 (10+ months) 2.39 258.95 (8-9 Months) CLUSTER FOUR THE MIDDLEMAN 7 (3.2%) $32.62 $157.99 593.29 (20 months) 5.15 221.91 (7-8 Months) CLUSTER THREE THE LEGENDS 33 (2.2%) $30.01 $34.43 159.68 (5+ months) 1.14 155.64 (5+ Months) CLUSTER TWO RISING STARS 118 (7.1%) $30.42 $185.88 321.61 (10+ months) 6.31 63.35 (2+ Months) CLUSTER ONE CHART TOPPERS Response Rate (% of total) AOV Dollars Tenure Frequency Recency Cluster

5. Cluster Personalities – Clusters 5-7 Response Rate (% of total) AOV Dollars Tenure Frequency Recency Cluster 11 (0.9%) $28.21 $45.22 416.16 (14 months) 1.61 403.75 (13+ Months) CLUSTER SEVEN THE BOTTOM FEEDERS 26 (1.8%) $26.87 $46.54 337.22 (11+ Months) 1.88 317.72 (10+ Months) CLUSTER SIX “ JUST TESTING THE WATERS” 12 (2%) $29.59 $109.80 619.22 (20+ months) 3.62 463.23 (15+ Months) CLUSTER FIVE ON THE DECLINE

7. CLUSTER 1 THE CHART TOPPERS CLUSTER 3 THE LEGENDS CLUSTER 2 THE RISING STARS CLUSTER 4 THE MIDDLE MAN CLUSTER 5 ON THE DECLINE CLUSTER 6 JUST TESTING THE WATERS CLUSTER 7 THE BOTTOM FEEDERS CLUSTER 1 THE CHART TOPPERS CLUSTER 3 THE LEGENDS CLUSTER 2 THE RISING STARS CLUSTER 4 THE MIDDLE MAN CLUSTER 5 ON THE DECLINE CLUSTER 6 JUST TESTING THE WATERS CLUSTER 7 THE BOTTOM FEEDERS