LibrarySolé Bicycles Small Business LibraryIncreasing the Lifetime Value of Customers and/or Product for Solé Bicycles

Solé Bicycles Small Business Library

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Increasing the Lifetime Value of Customers and/or Product for Solé Bicycles

Last Updated: 03/27/2026

Case Organization

Solé Bicycles

https://www.solebicycles.com

Venice Beach, CA, USA

1-10

Case Contributors

Case Disciplines

Corporate Social Responsibility Customer Service & Account Management Data Management Digital Marketing Growth Strategy Product Design & Development Sales & Business Development

Skills & Expertise

After-Sales Service Design Behavioral Analysis Cohort Analysis CRM Strategy Cross-Selling Strategy Customer Engagement Strategy Customer Experience (CX) Design Customer Journey Mapping Customer Lifetime Value (LTV) Analysis Customer Segmentation Data Analysis Digital Marketing Durability Planning Email Marketing Insight Generation KPI Development Lifecycle Marketing Loyalty Program Design Performance Measurement Personalization Strategy Product Development Product Innovation Product Lifecycle Management Recommendation Systems Retention Analysis Rewards Strategy Sales Strategy Sustainability Strategy Upselling Strategy Warranty & Maintenance Strategy
Background & Objective

The challenge or opportunity you are trying to address for the organization.

Solé Bicycles aims to increase the lifetime value (LTV) of its customers and products by fostering long-term loyalty and maximizing each product’s usefulness. With the growing demand for sustainable transportation, Solé Bicycles is uniquely positioned to encourage repeat purchases, brand loyalty, and customer engagement.
Learning Objectives

This is what students will learn as they complete the case.

This case focuses on customer-centric growth strategy, emphasizing how businesses can increase lifetime value (LTV) through retention, product innovation, and personalized engagement. Students will explore how to build long-term relationships with customers while maximizing the utility and value of products over time. 

  •  Analyze customer data to identify high-value segments and understand behaviors that drive retention and repeat purchases 
  •  Evaluate key drivers of customer lifetime value, including satisfaction, engagement, and purchase frequency 
  •  Design targeted retention strategies that address gaps in the customer journey 
  •  Develop loyalty programs that incentivize repeat purchases and strengthen brand affinity 
  •  Explore product innovation and lifecycle extension strategies to enhance durability, usability, and sustainability 
  •  Identify opportunities for value-added services (e.g., maintenance, warranties, education) that increase long-term product engagement 
  •  Create upselling and cross-selling strategies based on customer insights and purchase patterns 
  •  Leverage digital marketing channels (e.g., email, social, personalization tools) to drive ongoing customer engagement 
  •  Define key metrics (e.g., retention rate, average order value, LTV) to measure success and optimize strategies 
  •  Integrate business growth with sustainability by promoting long-term product use and responsible consumption
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

Milestones
Milestone #1
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Milestone #3
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Milestone #4
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