This short case serves as an epilogue to the A and B cases. Specializing in local organic meat and produce, Retail Relay has developed a new business model for online grocery shopping and delivery. Relay could tell from its customer-level purchase data that many of its existing customers were purchasing some grocery products from other vendors. Relay therefore developed a heuristic to categorize customers as active or churned. It could then explore how to use customer-level purchase information to determine factors that distinguish between active and churned customers. Two student spreadsheets accompany this case.
Darden Business Publishing – University of Virginia