Market research on on-line customer purchase data at a department store
Abstract:
This paper discusses how the department store "Magasin du Nord" uses the historical purchase information collected through the credit customer system as a source for planning purposes combined with the externally collected marketing research data. The tool is a marketing information system that makes it possible to investigate behavioural aggregation of the customers. It is possible to define segments predicted by demographic variables and purchase aggregation. To describe how MMIS was created, its uses and limitations is the main purpose of this paper.
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