Strategy
Revamping Loyalty for a Mexico City D2C Cosmetics Brand
Overview
What this challenge is about.
You are hired as a marketing analyst. Analyze Brillo Natural's existing customer data (provided in a simulated dataset) to identify purchase patterns and decision triggers. Propose a tiered loyalty program incorporating behavioral economics principles (e.g., endowment effect, scarcity). Deliver a strategy report with a prototype of the program, including rewards, communication plan, and metrics for success. Success means a 15% projected increase in repeat purchase rate within 6 months.
The Brief
What you'll do, and what you'll demonstrate.
Design a loyalty program that leverages consumer psychology to increase repeat purchases and customer lifetime value.
Earning criteria — what you'll demonstrate
- Apply consumer decision-making models to real-world retention problem
- Segment consumers based on behavioral and psychographic factors
- Design marketing interventions using principles of consumer psychology
- Evaluate the impact of loyalty programs on purchase behavior
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
Careers
Roles this prepares you for.
Real titles. Real skill bridges. Pick the one closest to your trajectory.
Career mappings coming soon.