FLO-RFM-Analysis

Business Problem

FLO, an online shoe store, wants to segment its customers and determine marketing strategies according to these segments. To this end, the behaviors of the customers will be defined and groups will be formed according to the clusters in these behaviors.

Data Set Story

The dataset consists of the information obtained from the past shopping behaviors of customers who made their last purchases from Flo as OmniChannel (both online and offline shoppers) in the years 2020-2021.

Description of Features

Description of features

FEATURE	DESCRIPTION
master_id	Unique customer number
order_channel	Which channel of the shopping platform is used (Android, ios, Desktop, Mobile)
last_order_channel	The channel with the last shopping
first_order_date	Date of the customer's first purchase
last_order_date	Date of the customer's last purchase
last_order_date_online	The date of the last purchase made by the customer on the online platform
last_order_date_offline	The date of the last purchase made by the customer on the offline platform
order_num_total_ever_online	The total number of purchases made by the customer on the online platform
order_num_total_ever_offline	Total number of purchases made by the customer offline
customer_value_total_ever_offline	Total fee paid by the customer for offline purchases
customer_value_total_ever_online	The total fee paid by the customer for their online shopping
interested_in_categories_12	List of categories the customer has shopped in the last 12 months