Shannon’s currently boasts a customer base of 1,750 customers that frequent the brewhouse on average twice per month and spend $30 per visit. Shannon’s current variable cost of goods sold is 50% of sales. The customer base is growing at the rate of 3% per month with a customer retention rate of 0.75%, based on data collected from its website and an analysis of credit card receipts. It’s current cost of capital for borrowing and investing is about 12% per year. What is Shannon’s approximate CLV for its average customer? Compute your answer to the nearest penny.
a) Assume that Shannon’s decides to move forward with its loyalty/ rewards program/ Estimates for the cost per customer are $6.09 per month. Average customer margins, before subtracting off the cost of the loyalty/ rewards program, are expected to increase to 33.57 per customer per month with a boost in retention to 0.82 per month. What is the resulting CLV if the annual interest rate for discounting cash flows remains the same as in Q1 (i.e 12%) Round your answer to the nearest penny.
b) Assume that Shannon’s decides to move forward with its loyalty/ rewards program/ Estimates for the cost per customer are $5.64 per month. Average customer margins, before subtracting off the cost of the loyalty/ rewards program, are expected to be 33.05. Assuming that Shannon’s wishes to obtain a minimum CLV of $120, what is the required retention rate that must be achieved? Assume that the interest rate is 1% per month. Compute your answer to the nearest 1/100 of a percent e.g 50.13%. However, do not include the % symbol.
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