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

Authors: Kaverina Irina Sergeevna
graduate student
Russia, Siberian State Medical University Ministry of Health of Russia, TSU NO
kaverinairina@yandex.ru

Fokin Vasiliy Aleksandrovich
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

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Suggested citation: Kaverina Irina Sergeevna , Fokin Vasiliy Aleksandrovich
Analysis discount cards as a basis for the description of the client base of pharmacy// Modern Management Technology. ISSN 2226-9339. – #9 (69). Art. # 6903. Date issued: 2016-09-30 . Available at: https://sovman.ru/en/article/6903/

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