Prism's customer retention rates have decreased in recent years, and its cart abandonment rates are higher than average. The company analyzed customer segmentation data like demographics, RFM scores, and time of day, finding that RFM segments like "Best Customers" had lower abandonment rates. Platinum customers have the highest conversion rates but make up a small portion of members. To improve metrics, Prism plans to offer opt-in incentives, promote membership upgrades, encourage tier advancement, and send targeted emails in high-conversion afternoons. Moving forward, Prism will pursue ultra-targeted marketing using machine learning and personalized web experiences based on expanded customer data.