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Upper Crust

No description
by

Natasha Michelmore

on 15 May 2014

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Transcript of Upper Crust

1. Device Mechanisms

2. User

3. The data
THE
CONCEPT

BACKGROUND
COMPETITORS
SCREENING PROCESS
OPPORTUNITY
& BENEFITS

PRE-LAUNCH
ACTIVITY
DATA & PRIVACY
POST-LAUNCH
MANAGEMENT

CLOSURE
SIGN-OFF
TARGET
AUDIENCE

Focus on customer-brand relationship
1. 18 months- Successful- Rolled out
2. 18 months- Unsuccessful- Closed to new members and closed to existing members after 6 months
Gender: Female

Location: Across the UK

Age: 35-64

Social Grade: ABC1

Attitude: Tech savvy and affluent lifestyle

Lifestyle: Busy - 'Ladies who lunch'
Lifetime Value
Super Loyal Customers: £2247
Loyal Customers: £1228

R.O.I 79
Focus on existing customers
Focus on really loyal customers
Product
Price
Place
Promotion
Full transcript