Journal title MERCATI E COMPETITIVITÀ
Author/s Cristina Ziliani, Andrea Cerioli
Publishing Year 2008 Issue 2007/4 Language Italian
Pages 22 P. 61-82 File size 112 KB
DOI is like a bar code for intellectual property: to have more infomation click here
Below, you can see the article first page
If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits
FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.
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.
Cristina Ziliani, Andrea Cerioli, La mappa degli stili di acquisto: un approccio alla segmantazione della clientela basato sui dati di carta fedeltà in "MERCATI E COMPETITIVITÀ" 4/2007, pp 61-82, DOI: