On the basis of the company’s sales data for several years, the RFM-segmentation of the active customer base has been produced on the indicators of regularity of purchases, their lasting time and total accumulative value, the VIP and profitable customers segments have been distinguished, the company’s potentially leaving and sleeping customers have been found, requiring diversified marketing interaction.
Additionally, a map of the history of the company’s interaction with its customers was built, time intervals of losses and customer returns to the company were found, the structure of revenue was found on the firm’s permanent (loyal) and unstable customers.
Additionally, a map of the history of the company’s interaction with its customers was built, time intervals of losses and customer returns to the company were found, the structure of revenue was found on the firm’s permanent (loyal) and unstable customers.