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Deal of the day Analysing purchase frequency-based subscriber segmentation
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2016 (English)In: International Journal of Market Research, ISSN 1470-7853, Vol. 58, no 1, 95-118 p.Article in journal (Refereed) Published
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Text
Abstract [en]

Deal of the day is a form of e-commerce in which an intermediary allows merchants access to a subscriber list, to promote their offerings at a discount. This study performs a cluster analysis on the purchase history of a deal intermediary, to identify customer segments based on their purchase frequency, price sensitivity and the types of deal they buy. Five segments were identified, including a large group of customers who made one purchase and then stopped buying, a small group of extremely deal-prone subscribers, and a segment that limits their purchases to very few types of product (e.g. restaurant meals or spa treatments). The findings further show that targeting deals to specific customers may be desirable in the future to prevent information overload and ensure loyalty.

Place, publisher, year, edition, pages
Market Research Society , 2016. Vol. 58, no 1, 95-118 p.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-182793ISI: 000368870000007Scopus ID: 2-s2.0-84955305807OAI: oai:DiVA.org:kth-182793DiVA: diva2:905910
Note

QC 20160223

Available from: 2016-02-23 Created: 2016-02-23 Last updated: 2017-06-02Bibliographically approved

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  • apa
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