Customers Retention Campaign for Retail Sector

Student: Badina Valeriia

Supervisor: Dmitriy Potapov

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Final Grade: 7

Year of Graduation: 2019

Maintaining a long-term relationship with the clients is a key factor to the company’s sustainable development. Economy nowadays is unstable, therefore consumer behavior is changing. Customers are choosing different brands in order to get more benefits, and to reduce their costs. This leads to the fact that firms have to create the conditions for customer retention in order to maintain competitiveness. This paper is dedicated to customer data analysis and marketing campaign development for customer retention. Customers who are not likely to make a purchase in the next period were selected among all the company’s consumers by the forecast model. Then, clients were divided into segments with cluster and RMF analysis. Marketing campaign was developed based on the description of segment’s data.

Full text (added May 15, 2019)

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