The Case Study ends with the Next Steps section that lists out some very specific questions and possible steps for the company.

Assume you are going to be presenting at the $9$am meeting on Monday between Robert and Fernando.

What would be your recommended next steps?

Please make sure to provide justification and reasoning behind any suggestions.

NOTE: Nowadays most stores$/$retailers$/$hotels$/$businesses already have 'loyalty' cards that you scan when you make purchases, so companies do track specific user information on a fairly regular basis.

With that in mind, do you think you are part of such a loyalty program or have been to a resort$/$theme park$/$etc$.$ where they implement this level of $1-$to$-1$ marketing strategy? If so$,$ please share your experience around that as well.