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Yes 💯! I worked in retail before consulting and I did a competitive analysis presentation and areas of opportunity for the brand (from my pov). This is before ChatGPT days.
Any way to differentiate yourself will only help. Just make sure that HM is cool with you presenting it and timebox it. HM will have their own objectives and questions for the interview that they would like to cover
Sounds more like the company did not give them a case to prepare and present during the interview. So in that case, yes it worked, but at bigger firms, that would have been a standard part of the process