There are two Variables Dependent variable one on y axis i. e Loyalty card % of net sales. Independent variables on X axis sales growth over previous year which is the general trend in the data. The trend line is sloping downward as the values of X are increasing so the values of Y are decreasing. When two Variables move in opposite direction it is known as negative relationship. As the sales growth is increasing loyalty cards % is decreasing and more sales is not fostering the loyalty card %

Based on your findings above, does it appear as if the Loyalty Card is positively correlated with sales growth? Would you recommend changing this marketing strategy?