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Abstract
The promotional campaign ran by Pelican Stores turned out to be a success. The goal of
the campaign was for Pelican’s management to learn about its customer base and evaluate the
promotion involving discount coupons. By running the promotion, Pelican realized $5,900.30
in revenue that they would not usually have. This is 317% more sales than they would have
made during the same period without the promotion. The data collected revealed that the sales
made were 70% promotional and only 30% were regular customers. Also, 93% of the
purchases were made by females. The payment mode was 100% credit cards; however, 70%
was charged to the propriety card. Also, 84% of the sales were made by married customers, of
which 80% are females from both promotional and regular customers. More than half the
customers purchased one or two items, while 44% of the shoppers purchased three or more
items.
Introduction
Pelican Stores is a chain of women’s apparel stores operating nationally. It ran a promotion in
which discount coupons were sent to other national clothing stores.
The following report uses sample data to learn about Pelican’s customer base and to evaluate
the promotion involving discount coupons.
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Case 1 – Pelican Stores