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Customer segmentation based on buying and …
Customer segmentation basedon buying and returningbehaviourKlas HjortSwedish School of Textiles, University of Bora s, Bora s, SwedenBjo rn Lantz and Dag EricssonSchool of Engineering, University of Bora s, Bora s, Sweden, andJohn GattornaUniversity of Technology, Sydney (UTS), Sydney, Australia andS P Jain School of Global Management, SingaporeAbstractPurpose The purpose of this paper is twofold: first, to empirically test whether a one size fits all strategy fits the fashion e-commerce business and second, to evaluate whether consumer returns are acentral aspect of the creation of profitability and, if so, to discuss the role of returns management (RM)in the supply chain Transactional sales and return data were analysed and used tocategorise customers based on their buying and returning behaviours , measuring each Customer s netcontribution The e-commerce business collects a vast quantity of data, but these data are seldom usedfor the development of
Customer segmentation based on buying and returning behaviour Klas Hjort Swedish School of Textiles, University of Bora˚s, …
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