Analysis discount cards as a basis for the description of the client base of pharmacy

ПОДЕЛИТЬСЯ С ДРУЗЬЯМИ
Authors


graduate student
Russia, Siberian State Medical University Ministry of Health of Russia, TSU NO
kaverinairina@yandex.ru


Doctor of Technical Sciences, Professor
Russia, Siberian State Medical University Ministry of Health of Russia, TSU NO

Abstract

Purpose - analysis of loyalty cards to identify the customer base structure. Application of SOM method allowed based on RFM predictors to identify three groups of customers with discount cards and identify their main characteristics. It has been shown that they are characterized by stable predictors of RFM. The analysis suggests that the presence of the discount card is the basis for the formation of long-term relationship "customer - Pharmacy", which manifests itself in the commission of permanent purchases consideration pharmacy organization.

Keywords

discount card, pharmacy operations, customer base, SOM method, RFM-analysis, segmentation of customers, demand

Рекомендуемая ссылка

Kaverina Irina Sergeevna , Fokin Vasiliy Aleksandrovich
Analysis discount cards as a basis for the description of the client base of pharmacy// Современные технологии управления. ISSN 2226-9339. – #9 (69). Номер статьи: 6903. Дата публикации: . Режим доступа: http://sovman.ru/en/article/6903/

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References

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