The corporate office gives a retail store manager $100,000 to improve store performance any way she thinks best. The "base case" information is a price of $50 per bottle, a contribution margin of 0.50, a customer defection rate of 25%, and a repurchase frequency of 3 times a year. If these improvement funds could be used to either increase the contribution margin to 0.58 or reduce the customer defection rate to 15% or increase the repurchase frequency to 4 times per year, what is the best way to spend these funds? (Assume all other variables remain at the base case level for each improvement option.)