You are encouraged to conduct external research on 1st for Women to incorporate in your practical examples, with appropriate in-text references.

Using practical examples that relate to 1st for Women, describe the six stages of relationship development. At each stage develop a typical customer persona describing how you think this customer persona will behave in that stage of the relationship.

Advise 1st for Women on which retention strategy it can use at each stage of relationship development to ensure that consumers remain with 1st for Women and progress to the next stage of the relationship. Support your choice of retention strategy.