Case Study of the Week: Laney Bee's customer service send-off to the competition

March 16, 2021

Apparel and Accessories Marketing

You are to assume the role of a store manager for Laney Bee, a chain specializing in plus-size women’s apparel. A rival store in the area will be closing its doors soon and the Laney Bee district manager decided that your store location will honor a rival company’s gift cards for 30-days. The district manager wants you to determine how your store employees can use positive customer relations to turn those customers into loyal Laney Bee customers.

Laney Bee is a national apparel chain with over 700 stores. The location you manage is in a city with only 20,000 people. There is another plus-sized women’s apparel store in the same city named Juliette. Juliette is a regional chain and has only 25 total locations. While Laney Bee and Juliette both sell plus-sized women’s apparel, Laney Bee’s products are considered better quality and are priced higher than Juliette’s products.

Sadly, Juliette will be closing all 25 stores soon. When the closings were announced, Juliette customers were given two weeks to use any acquired Juliette gift cards before they would become void of value. While many Juliette shoppers took advantage of the notice and used their gift cards, many shoppers are now left with Juliette gift cards that are worthless.

The district manager of Laney Bee decided that your store location will honor Juliette gift cards for the next 30 days. The district manager wants you to determine:

  • How honoring Juliette’s gift cards could lead to a larger clientele
  • How Laney Bee store employees can build relationships with customers using a Juliette gift card at purchase
  • Follow-up strategies that will result in future store visits and sales


Randi Bibiano
Competitive Events Specialist

As DECA’s competitive events specialist, Randi primarily authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also serves as DECA’s liaison for the Virtual Business Challenge and Stock Market Game. Randi assists with the recruitment of judges for both the high school and collegiate International Career Development Conferences. Randi has worked for DECA since 1998.

Discussion Questions

  • 1
    How can we communicate this 30-day plan to JULIETTE gift card holders?
  • 2
    How does JULIETTE’S store closings positively affect LANEY BEE?
  • 3
  • 4

Classroom Connection

Career CLuster:


Instructional Area(s):

Customer Relations
Explain the nature of positive customer relations
Build and maintain relationships with customers
Determine ways of reinforcing the company’s image through employee performance
Explain key factors in building a clientele