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la reine des maracas

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by

LIU YUANXI

on 7 November 2016

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Transcript of la reine des maracas

Plan of the presentation

Context & objectives of the meeting
Presentation of the RFM analysis results
Analysis of a group of "small" customers
Conclusions & recommendations
1. Context &Objectives of the meeting
Context :
Stronger competition on the lingerie market.
Develop a wider range of complementary products.
A loyalty program was created.
2. RFM segmentation analysis results
4. Conclusions and recommendations for the group of "small"
La Reine des Maracas

3. A group of "Small" customers
87.85% of small customers are from 30 to 60 years old
Profile
99.4% of customers are female, only 0.4% of clients are male.
Clients Behavior
56.27% of small customers only visit managing store when they go shopping!
76.49% of clients make purchases in only one line, 22.41% of clients make purchases in two lines, few of them (1.10%) make purchases in more than 2 lines.
57.37% of clients make purchases in smaller than three families, 42.63% of clients make purchases in between three and six families. There is no client making purchases in more than six families.
Among all the clients in the group of "small", 91.63% of clients have received less than one gift. 6.57% of clients received more than 1 less than 3 gifts. Only 1.79% of clients have received more than 3 gifts.
Bi-line
Mono-line
Tri-line
Basic
Diversified
87.65% of clients purchase in only one store, they have a strong loyalty, only 12.35% of clients go shopping in more than one distinct stores, no clients go shopping in more than 3 distinct stores.
Compared with other types, the more purchases the customers make, the less loyalty they have in one same store.
Strong
Medium
Assa Dembele
Ruifang Liu
Yuanxi Liu
Fang Xu

Differentiate from the competitors based on RFM.
Better understand customers' cross selling behavior
Focus on a group of "small" clients.
Maximize managing sales.
76.49% of clients make purchases in only one line, 22.41% of clients make purchases in two lines, few of them (1.10%) make purchases in more than 2 lines.
Small Customers' migrations
RFM segmentation based on
Frequency ( the number of a customer's purchase over a given time)
Monetary ( cumulative purchase amount )
Recency ( date of the last purchase )
up to 54% inactive and 25% new customers.
relatively small part of good, decelerated and small customers.
The distribution of customers in 2016
Recency
Frequency
Monetary
Top customers are those who come to the shops most recently on average before good customers and small customers.
Weak customers and inactives are those who come long time ago.


The top customers have the highest record of visits in shops.
Inactive customers, weak customers and small customers only have one visit in the given two years.
In terms of amount of purchase, the top customers performed the best then follow decelerated and good customers.
Inactive customers don't have any purchase records

Characteristics of customers
Behavior Analysis and Operating Levers
Objectives :
Age
Gender
Eclecticism
Diversification
Purchases & Loyalty
Gift
Conclusions
Female.
Age (30-60 years old, 88%)
Strong loyalty on the brand.
Receive less than one gift (92%).
Mono-line and Bi-line.
Basic and diversified.
More attached to managing store.
Potential to become top customers (16%).
Careful to become inactive customers (43%).
Avoid the new type clients to become small type (48%).
Recommendations

Offer more gifts
A large number of "small"clients received less one gift.
The brand should offer more gifts to them.
Publicity and Advertisement
Send them brochures of new products regularly.
Give more publicity & advertisement to multi-lines and families.
Promotion
Make promotions in some special days especially for the small customers' favorite products.
(In order to make them consume more)
Process of segmentation
Loyalty
Importance of managing store
2014
2016
Small
Top
16.17 %
Small
Small
8.16 %
Gifts
x2
There are 2 times large of small customers received more than 3 gifts during two years, and 2 times large of small customers received less than 1 gift.
More small customers purchases in more than 2 lines, less small customers purchase in one line.
Diversification
The diversified customers doubled in
small customers' group.
x2
Loyalty
Eclecticism
Migrations between years
The percentage of customers purchasing in only one store
Small
Inactive
42.86 %
Small
New
47.71 %
The loyalty of small clients increases in 2016.
Innovation
Create more lines and families of products to attract all customers
Top customers
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