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International Conference on Exploring Services Science

IESS 2011: Exploring Services Science pp 83–97Cite as

Mining Customer Loyalty Card Programs: The Improvement of Service Levels Enabled by Innovative Segmentation and Promotions Design

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Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 82))

Abstract

A good relationship between companies and customers is a crucial factor of competitiveness. The improvement of service levels has become a key issue to develop and maintain a loyal relationship with customers. This paper proposes a method for promotions design for retailing companies, based on knowledge extraction from transactions records of customer loyalty cards, aiming to improve service levels and increase sales. At first, customers are segmented using k-means and then the segments’ profile is characterized according to the rules extracted from a decision tree. This is followed by the identification of product associations within segments, which can base the identification of the products most suitable for customized promotions. The research reported is done in collaboration with an European retailing company.

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Author information

Authors and Affiliations

  1. Faculdade de Engenharia da Universidade do Porto, Rua Dr. Roberto Frias, 4200-465, Porto, Portugal

    V. L. Miguéis, A. S. Camanho & João Falcão e Cunha

Authors
  1. V. L. Miguéis
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  2. A. S. Camanho
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  3. João Falcão e Cunha
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Editor information

Editors and Affiliations

  1. University of Geneva, CUI Battelle - bâtiment A 7, route de Drize, CH-1227, Carouge, Switzerland

    Mehdi Snene

  2. University of Geneva, CUI, Battelle - bâtiment A 7, route de Drize, CH-1227, Carouge, Switzerland

    Jolita Ralyté

  3. University of Geneva, CUI, Battelle - bâtiment A, , 7, route de Drize, CH-1227, Carouge, Switzerland

    Jean-Henry Morin

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© 2011 Springer-Verlag Berlin Heidelberg

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Miguéis, V.L., Camanho, A.S., Cunha, J.F.e. (2011). Mining Customer Loyalty Card Programs: The Improvement of Service Levels Enabled by Innovative Segmentation and Promotions Design. In: Snene, M., Ralyté, J., Morin, JH. (eds) Exploring Services Science. IESS 2011. Lecture Notes in Business Information Processing, vol 82. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-21547-6_7

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  • DOI: https://doi.org/10.1007/978-3-642-21547-6_7

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-21546-9

  • Online ISBN: 978-3-642-21547-6

  • eBook Packages: Computer ScienceComputer Science (R0)

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