Customer group division mechanism

Classification mechanism of retail customer groups

The first type: customer unit price

Customer unit price is an important index to measure purchasing power. Enterprise A calculates the average customer unit price in the past year according to the user's behavior in the past year, divides the customer base with the average customer unit price as the boundary, and then subdivides three customer base types among high-value users according to the purchase frequency and registration time in the past year.

This classification mechanism based on customer unit price is simple and clear, and clearly defines high-value users. However, CDC researchers found that low-value users have high consumption frequency and low customer unit price (because of high consumption frequency and relatively low customer unit price), and their total consumption is similar to that of high-value users, even higher than that of some high-value users.

If we use this customer group classification method of one-size-fits-all customer unit price, are these low-single-customer high-frequency users among the missed high-value users? Are users with high unit price but low frequency overestimated as low-value users? Comparatively speaking, the classification of enterprise B has many dimensions and is more comprehensive.

The second type: last purchase time, purchase frequency and order contribution amount.

Enterprise B first classifies customers according to the time of the first order, and then comprehensively subdivides the effective, active and loyal customer groups according to the purchase frequency and order amount.

Then, according to crowd characteristics, purchase behavior and order amount, loyal customers are further divided into professional women, professional men, fitness experts, Ma Bao, housewives/husbands and other groups.

We see that the classification of enterprise B has more dimensions than that of enterprise A. In the identification of loyal customers, the last purchase time, purchase frequency and order contribution amount are considered, which is more comprehensive and conforms to the RFM model of customer group classification.

In the RFM model, R (the most recent) represents the distance of the customer's last purchase, F (the frequency) represents the number of purchases made by the customer in the most recent period, and M (the currency) represents the amount of purchases made by the customer in the most recent period. According to RFM, we can analyze which users are of high value to the enterprise, such as:

Important value customers: the recent consumption time is short, and the consumption frequency and amount are high.

It is important to retain customers: the recent consumption time is far away, but the consumption frequency and amount are high.

Important development customers: the recent consumption time is close, and the consumption amount is high, but the frequency is not high and the loyalty is not high.

It is important to retain customers: users who spend a long time and low frequency in the near future, but spend a lot of money.