The Pellucid Perspective - May 2022 - 4

MARKETING
CORNER
Customer Retention Quotient
10000
15000
20000
25000
5000
1/1/2020 1/1/2021
End Customers Retained
12/31/20 17,056
4,369
12/31/21 21,417
Retained Customers...
Total
Period Ending
12/31/20
12/31/21
Trans
Revenue
119,031 4,138,727.96
113,029 4,277,181.78
Avg
Trans
34.77
37.84
Avg Per
Cust
617.26
637.91
Avg Trans/
Cust
17.75
16.86
Period Ending Customers Transactions Total Revenue Avg Trans Avg/Cust Avg Trans/Cust
Decrease
12/31/20
12/31/21
Increase
12/31/20
12/31/21
3534
3534
26,870
40,214
1,437,099.03
2,723,041.04
53.48
67.71
406.65
770.53
Note: Dates for comparision are from 1/1 through 12/31 of 2020 and 1/1 through 12/31 of 2021. Customers with
negative total sales for a period are treated as having zero total sales (10 customers for a total of -$959.56 in
2020 and 5 customers for a total of -$3,304.44 in 2021).
©2002-2009 Edgehill Consulting Group, Inc., Pellucid Corp. & KMS Corp.
communication
* Improved Social Media exposure with verified results
* Adjustments to customer loyalty programs
Many are using a combination of the above and there are
other things some are doing. But the one common thread in
most of these efforts is the use of " outside services " . Whether
it's DP, SEO, Social Media or Customer Relationship Management;
the execution and measurement of results are increasingly
technical and complex. Companies that concentrate in these areas
are writing queries and developing algorithms that generate
more guidance than most of us could create on our own.
2022 is shaping up as an exciting challenge with some new
4 The Pellucid PersPecTive
questions regarding the general economy thrown in on top of
our original question regarding the sustainability of the positive
Covid-based bonuses of the last two years.
1. Are our Revenue per Available Round (RevPAR)
metrics continuing to increase as we raise prices?
2. Are our customer counts staying steady or, better yet,
increasing?
3. Are our customer values increasing along with our
pricing?
The above table, courtesy of our Customer Franchise Analysis
of your PoS data (if your system facilitates customers tied to
May 2022
7.60
11.38
3171
3171
92,161
72,815
2,701,628.93
1,554,140.74
29.31
21.34
851.98
490.11
29.06
22.96
6,705
Retained
%age
38.62%
39.31%
Total
Trans
Revenue
138,092 5,315,440.30
140,710 6,521,472.33
Avg
Trans
38.49
46.35
Avg Per
Cust
311.65
304.50
Avg Trans/
Cust
8.10
6.57
Retained Cust
New Cust

The Pellucid Perspective - May 2022

Table of Contents for the Digital Edition of The Pellucid Perspective - May 2022

TOC
Dynamic Pricing; trickier tracking ahead
Topgolf incrementality illusion fading
Transactions dominate the industry activities storyline
Ugly April (GPH -19%) further dents rough season start
March Utilization shows resilience at +3 pts, 60%
Phoenix, #3 ranked and a threat to move up in ’21
The Pellucid Perspective - May 2022 - TOC
The Pellucid Perspective - May 2022 - Dynamic Pricing; trickier tracking ahead
The Pellucid Perspective - May 2022 - 3
The Pellucid Perspective - May 2022 - 4
The Pellucid Perspective - May 2022 - 5
The Pellucid Perspective - May 2022 - Topgolf incrementality illusion fading
The Pellucid Perspective - May 2022 - 7
The Pellucid Perspective - May 2022 - 8
The Pellucid Perspective - May 2022 - 9
The Pellucid Perspective - May 2022 - Transactions dominate the industry activities storyline
The Pellucid Perspective - May 2022 - 11
The Pellucid Perspective - May 2022 - 12
The Pellucid Perspective - May 2022 - 13
The Pellucid Perspective - May 2022 - Ugly April (GPH -19%) further dents rough season start
The Pellucid Perspective - May 2022 - 15
The Pellucid Perspective - May 2022 - March Utilization shows resilience at +3 pts, 60%
The Pellucid Perspective - May 2022 - 17
The Pellucid Perspective - May 2022 - Phoenix, #3 ranked and a threat to move up in ’21
The Pellucid Perspective - May 2022 - 19
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