Overview
What this challenge is about.
Design a repositioning strategy for a retail chain to attract under-35 shoppers, then earn your verifiable certificate.
The scenario
Mason & Co. operates a regional chain of mid-market department stores founded in 1976, known locally for service and a homewares-and-apparel mix, but its core shoppers are now concentrated in the 55-plus age band. The wider department-store sector faces declining footfall as younger consumers shift to specialty, experience-led, and online-first retailers.
The Brief
What you'll do, and what you'll demonstrate.
How can Mason & Co. reposition its brand to attract under-35 shoppers while preserving the loyal older customers who sustain its current revenue?
Earning criteria — what you'll demonstrate
- Translate customer and brand-perception data into a defensible repositioning strategy
- Build evidence-based personas and articulate acquisition-versus-retention trade-offs
- Design a coherent marketing mix that aligns product, communication, and store experience
- Reconfigure a physical retail space to serve a new target without alienating existing shoppers
- Connect strategy to measurable performance indicators within a fixed budget and timeline
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Aligned coursework coming soon.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
- Brand Repositioning
Apply brand repositioning to solve real industry problems and demonstrate production-level capability.
- Customer Segmentation
Apply customer segmentation to solve real industry problems and demonstrate production-level capability.
- Retail Marketing
Apply retail marketing to solve real industry problems and demonstrate production-level capability.
- Customer Experience Design
Apply customer experience design to solve real industry problems and demonstrate production-level capability.
- Omnichannel Strategy
Apply omnichannel strategy to solve real industry problems and demonstrate production-level capability.
Careers
Career paths this challenge builds toward
Completing this challenge demonstrates skills that transfer directly to these roles:
Brand Strategist
This challenge mirrors the core deliverable of a brand strategist: turning customer and perception data into a repositioning an executive team can fund and act on, balancing creative ambition with measurable business targets.
This challenge sharpens
- brand-repositioning
- customer-segmentation
- retail-marketing
Retail Customer Experience Lead
Reworking the flagship layout and service model around a target segment is exactly what a retail customer experience lead does, connecting brand intent to the physical and omnichannel touchpoints customers actually experience in store.
This challenge sharpens
- customer-experience-design
- omnichannel-strategy
- retail-marketing
Marketing Strategy Consultant
Consultants are hired to diagnose a stalled brand and prescribe an evidenced, budgeted plan. Building personas, a marketing mix, and a measurement framework under a fixed budget rehearses that engagement end to end.
This challenge sharpens
- brand-repositioning
- customer-segmentation
- omnichannel-strategy