PL EN


2016 | 50 | 2 | 49-67
Article title

Wykorzystanie metody RFM do segmentacji klientów w celach marketingowych. Badanie na podstawie danych z firmy handlowej

Content
Title variants
EN
Use of the Method RFM Segmentation of Customers for Marketing Purposes. Exploration on the Basis of Data from the Trading Company
Languages of publication
PL
Abstracts
PL
W publikacji przedstawiono zagadnienie identyfikacji grup klientów do celów marketingowych na podstawie ich aktywności zakupowej. Podjęto problem wyróżniania klientów kluczowych oraz przewidywań co do cyklu życia klienta z wykorzystaniem metody RFM (Recency, Frequency, Money). Wyniki klasyfikacji porównano rentownością klientów (Customer Profitability – CP) obliczoną podziałem kosztów metodą ABC. Z doświadczeń przedsiębiorców wynika, że we wczesnych fazach współpracy klienci wykazują dosyć znaczną nierentowność. Badaniu poddano aktywność zakupową ponad 1000 klientów przedsiębiorstwa handlowego. Określono w nim behawioralne parametry: okres od dokonania ostatniego zakupu (Recency), częstotliwość zakupów (Frequency) i poziom wydatków (Money) oraz całościowy wskaźnik RFM dla każdego analizowanego klienta. Następnie przypisano klientów do określonych grup, porównano z rentownością grupy oraz średnią rentownością klientów w grupie. Segmentacja ta została uzupełniona o analizę liczby transakcji i wartość sprzedaży w utworzonych klasach klientów. Prezentowane analizy wykonano z wykorzystaniem rzeczywistych danych transakcyjnych firmy z okresu 12 miesięcy, uzyskiwanych przez kanał dystrybucji internetowej. Autorzy sformułowali sposób interpretacji danych, a także zalecenia dotyczące działań marketingowych z ukierunkowaniem na wyłonione grupy klientów.
EN
The paper presents the problem of identifying groups of customers for marketing purposes based on their purchasing activity. We discuss the problem of highlighting key customers and the expectations of the customer life cycle using the RFM method (Recency, Frequency, Money). Classification results were compared with each other based on Customer Profitability (CP) calculated by cost sharing using the ABC method. The experience of companies is that in the early stages of cooperation, customers show a quite considerable unprofitability. The study involved the purchasing activity of more than 1000 customers of trading companies. It included behavioral parameters: the period since the last purchase (Recency), purchase frequency (Frequency) and the level of spending (Money) and the overall rate of RFM analyzed for each customer. Then, clients were assigned to specific groups and compared with the profitability of the group and the average profitability of clients in the group. Segmentation was supplemented by an analysis of the number of transactions and sales in established classes of customers. Presented analyses were performed using actual transaction data of the 12-month period, obtained by a distribution channel website. The authors formulated a way of interpreting the data and recommendations for marketing activities with a focus on groups that emerged from the customers.
Year
Volume
50
Issue
2
Pages
49-67
Physical description
Dates
published
2016-06
Contributors
References
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Document Type
Publication order reference
YADDA identifier
bwmeta1.element.desklight-24a82327-4915-40d4-9502-f894a2b04e18
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