c. One average online first-time customer

d. One average online return customer

Piltz grouped Thursdays' online customers into two types: first-time customers and return customers. To entice first-time customers to make an online purchase, a 10 per cent discount was applied at checkout. First-time orders tended to be lower in value, as customers wanted to assess the quality of the clothes before making a bigger purchase. On average, a first-time customer order comprised one shirt and one dress, while the average order from a return customer comprised one pair of pants and one non-cashmere lounge set. (Cashmere lounge sets were rarely purchased online, as consumers preferred to feel the quality of the cashmere before making a purchase.) Piltz projected that the online store would generate between $650,000 and $850,000 in revenue for the 2021 fiscal year without any additional marketing. This figure would be split evenly between first-time and return customers. If the Instagram partnership opportunity was pursued, it was estimated that anywhere between 2 per cent and 4.5 per cent of all followers reached would visit Thursdays' online store. Piltz believed 2 per cent of these visitors would make a first-time purchase and 20 per cent of these first-time purchasers would make a second purchase in the 2021 fiscal period. Thursdays incurred a flat $7.14 fee for every online order shipped out. On orders of $60 or less, Thursdays would charge the customer a $10 delivery fee, down $5 from the pre-pandemic charge of $15. No shipping charge was passed onto the customer on orders over $60. \begin{tabular}{|l|c|c|} \hline \multicolumn{1}{|c|}{ Item Type } & Selling Price & Wholesale Cost \\ \hline Cashmere Lounge Set & $670.00 & $255.00 \\ \hline Non-Cashmere Lounge Set & $195.00 & $90.00 \\ \hline Pants & $150.00 & \\ \hline Dress & $140.00 & $70.00 \\ \hline Shirt & $90.00 & $65.00 \\ \hline \end{tabular} Piltz grouped Thursdays' online customers into two types: first-time customers and return customers. To entice first-time customers to make an online purchase, a 10 per cent discount was applied at checkout. First-time orders tended to be lower in value, as customers wanted to assess the quality of the clothes before making a bigger purchase. On average, a first-time customer order comprised one shirt and one dress, while the average order from a return customer comprised one pair of pants and one non-cashmere lounge set. (Cashmere lounge sets were rarely purchased online, as consumers preferred to feel the quality of the cashmere before making a purchase.) Piltz projected that the online store would generate between $650,000 and $850,000 in revenue for the 2021 fiscal year without any additional marketing. This figure would be split evenly between first-time and return customers. If the Instagram partnership opportunity was pursued, it was estimated that anywhere between 2 per cent and 4.5 per cent of all followers reached would visit Thursdays' online store. Piltz believed 2 per cent of these visitors would make a first-time purchase and 20 per cent of these first-time purchasers would make a second purchase in the 2021 fiscal period. Thursdays incurred a flat $7.14 fee for every online order shipped out. On orders of $60 or less, Thursdays would charge the customer a $10 delivery fee, down $5 from the pre-pandemic charge of $15. No shipping charge was passed onto the customer on orders over $60. \begin{tabular}{|l|c|c|} \hline \multicolumn{1}{|c|}{ Item Type } & Selling Price & Wholesale Cost \\ \hline Cashmere Lounge Set & $670.00 & $255.00 \\ \hline Non-Cashmere Lounge Set & $195.00 & $90.00 \\ \hline Pants & $150.00 & \\ \hline Dress & $140.00 & $70.00 \\ \hline Shirt & $90.00 & $65.00 \\ \hline \end{tabular}