Revamping Loyalty for a Mexico City D2C Cosmetics Brand
Overview
What this challenge is about.
Analyze customer data for a D2C cosmetics brand and design a tiered loyalty program. Earn your verifiable certificate.
The scenario
Brillo Natural is a 3-year-old D2C brand selling organic skincare. They have 50k active customers, average order value MXN 900, and a repeat purchase rate of 20% (industry avg 30%). They currently have a simple points system with low engagement.
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.
Aligned coursework coming soon.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
- Consumer Psychology
Apply consumer psychology to solve real industry problems and demonstrate production-level capability.
- Segmentation
Apply segmentation to solve real industry problems and demonstrate production-level capability.
- Loyalty Program Design
Apply loyalty program design to solve real industry problems and demonstrate production-level capability.
- Data Analysis
Analyze real datasets, build models, and communicate findings that drive decisions.
- Strategy Formulation
Apply strategy formulation 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: