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Decline in revenue growth rate, especially for top of the file (Low…

- - - - How is the personalized campaigns performance in the last few quarters ? Was there any increase in the customer engagement in terms of trips / basket size / revenue?
      - How is the generic group personalization performing as compared to specific person personalization?
    - - Did customer satisfaction at Michaels decrease/ increase in the last few quarters as compared to previous years / competitors?
      - Does rise in unresolved/poorly addressed issues cause the customer to buy less from Michaels? How is the customer behavior changing after raising an issue with Michaels?
      - Does increase in negative feedback / comments on social media about Michaels pull the customer satisfaction down?
    - - Is customer loyalty program helping customers in increasing the # of trips / item bought?
      - How is the rate of the new loyal customers joining / week varying over the last few months?
      - Are competitors having better loyalty benefits compared to Michaels causing less number of people to opt for the loyalty program?
    - - Are too many or too few emails / DM causing customer engagement to go down in the last few quarters?
      - Emails received on any specific time of the day / day of the week is causing poor engagement as compared to the other time / day of the week?
      - Is any specific channel of communication (DM/Email/) becoming less responsive to gather customer attention over the last few months?
    - - How is the revenue growth of Michaels in the latest trends / products in the market segment for the last few months?
      - How did Michaels product assortment change over the past few quarters? Did we shift more to low cost products?
      - Are we seeing more 'stock outs' in the top selling categories / products?
    - - How is the customer feedback in stores varying across different Michaels stores?
      - How is the conversion of the in-store sales over the last few months?
      - Do App users with opt-in push notifications behave any differently vs. App users without push notifications and Non-App users in terms of engagement?
    - - Does increase in minimum amount required to redeem leading to decrease in the conversions?
      - Does less time available to redeem a coupon lead to low number of transactions by a customer?
      - Customers prefer to shop only during LPOS events?