Our primary challenge is continuing to grow in a highly fragmented and competitive market, while dealing with generational shifts in customer behavior and preference.

We would like to have a clear strategy and roadmap for Customer Management and Acquisition; Digital Marketing and e-commerce; and Customer Programs and Incentives that will lead to improvement of the following Key Performance Indicators:

1. Improved customer retention
2. Increased sales to inactive customers
2. Increased sales to existing customers
3. Increase in number of new prospective customers
4. Increase in sales to new/first time customers
5. Expansion of sales within existing core markets/demographics
6. Expansion of sales into new or underserved markets/demographics

1. Evaluate and improve current strategies and processes for:
  *managing existing customers, 
  *re-engaging inactive customers, 
  *expanding our brand awareness and sales to new customers in current market geographies, 
  *expansion of brand awareness and sales to new customers in new or underserved markets

2. Develop a digital marketing strategy, continue enhancing and optimizing website and mobile app, focus on how to market to different demographics/generations without alienating current base

3. Develop and analyze various customer programs and incentives for cost/benefit and expected outcomes.  Review competitor offerings for ideas or be innovative.  

At the end of this project, we would like to have at least 3 strategic programs ready to implement to increase sales.  Each program should be documented in detail accompanied by thorough analysis, operational steps, and prospective cost and impact to sales.  

Specifically we would like to analyze customer shipping costs to determine the feasibility and cost of offering a free shipping incentive program for certain products and customers similar to what other online retailers offer.  This could be part of a club membership similar to Amazon Prime or not.