Advanced customer segmentation system analyzing 2M+ customers across 140+ retail stores, achieving 25% improved retention through targeted marketing campaigns.
Developed a comprehensive customer segmentation system using RFM (Recency, Frequency, Monetary) analysis to categorize customers across Western International Group's extensive retail network. The system processes millions of transactions to identify customer segments and enable personalized marketing strategies.
Aggregated transaction data from 140+ stores, cleaned and standardized customer records, and prepared RFM metrics for analysis.
Calculated Recency, Frequency, and Monetary scores for each customer, creating a comprehensive customer value matrix.
Implemented custom logic-based segmentation instead of K-means due to outliers, defining segments: Champions, Irregular Champions, High Potential Hibernators, Probable Newbies, Loyal Low Spenders, At Risk.
Integrated segmentation results into Power BI dashboards for business users, enabling real-time customer insights and campaign management.
High-value customers with recent purchases and high frequency
High-value customers with irregular purchase patterns
Inactive customers with high historical value potential
New customers with promising initial engagement
Consistent buyers with moderate spending patterns
Previously active customers showing declining engagement
Enhanced customer retention through targeted campaigns
Enabled segment-specific marketing strategies
Reduced marketing costs by focusing on high-value segments
Power BI dashboards for immediate decision-making