Customer engagement
Practice this advanced customer engagement case interview question from McKinsey in the Retail chain sector. Includes detailed problem prompt, clarifying questions, structured framework, and expert recommendation. Part of ProHub's 835+ consulting case library.
ProHub Comment
This is a wild card case requiring candidates to develop a comprehensive framework for diagnosing and addressing customer engagement decline in a traditional supermarket chain with weak digital presence. The case tests ability to identify multiple engagement drivers (in-store experience, marketing channels, digital channels) and quantify opportunity from emerging channels like livestream commerce, while contextualizing findings within industry constraints.
Estimated Time
36 minutes
Difficulty
Hard
Source
PeterK
40
/ 100
Texas-based supermarket chain Y-E-S saw a drop in their customer engagement in 2020-21 driven by the pandemic. The customer engagement didn’t improve in 2022 after most pandemic-related restrictions were lifted. The decreased customer engagement hurts Y-E-S’ brand perception, marketing efficiency, and financial results. They have approached your team to build a robust actionable strategy to boost their customer engagement. What areas would you investigate to help the client?
Clarifying Information
- Supermarket chain Y-E-S has 400 stores in Texas and Mexico and generates $22B in annual sales (2022)
- Y-E-S offers groceries and products across a wide variety of needs: beauty, pets, kids, health, home, and others
- Y-E-S is known for affordable prices, high quality, and convenient locations
- Y-E-S doesn’t enjoy a developed digital footprint (incl. online store, social media, online news)
- Y-E-S is perceived as local chain and Texans are proud of shopping at Y-E-S