La mappa degli stili di acquisto: un approccio alla segmantazione della clientela basato sui dati di carta fedelt?

Andrea Cerioli and Cristina Ziliani

MERCATI & COMPETITIVIT?, 2007, vol. 2007/4, issue 4, 61-82

Abstract: This work is concerned with the proposal of a segmentation approach to the retail company customer base founded on behavioural variables collected via loyalty cards. Based on two company databases, for a total of 278.000 individual customer profiles, the resulting analyses and Map are limited in their validity by the number of available variables, but is aimed to serve as a decision making tool for retail marketing managers and partner vendors interested in exploring the complexity of their customer base along some relevant buying profiles, such as cherry pickers, private label buyers, value products buyers, profitable customers and others. Keywords: behavioural segmentation, loyalty cards, retail marketing.

Date: 2007
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