Pacific Business Review International

Volume 13 issue 11 May 2021

Customer Segmentation Using RFM Analysis: Realizing Through

Python Implementation

Dr. Ahmad M. A. Zamil Abstract

Associate Professor, Purpose: The purpose of this research paper is to segment the best
Department of Marketing, contributed retail management customers of a super store and
College of Business Administration, corresponding least contributed customers for a given transaction
Prince Sattam bin Abdulaziz University, period based on the customer purchase behavior.
Saudi Arabia,
Design/Methodology/Approach: Theoretically Market segmentation
Dr. T. G. Vasista is determined based on geographical segmentation and RFM analysis
Senior Consultant, is adopted to be implemented for obtaining customer segmentation.
Vasista Consulting and Performing Services Data mining technique called clustering technique is used to
OPC Pvt. Ltd Rajamahendravaram, India
implement RFM analysis in order to identify the highly profitable,
high-valued customers and low-risk customers. The secondary file
containing secondary data is obtained from the source web site called
Github.
Findings:(i) Segmenting customers based on their geographical
residence is easy to work using Python (ii) segmenting customers
based on their purchase behavior patterns of grocery items is easy to
find using Python programming kind of innovative information
technologies with visualization. Though there are prior researches
conducted using Python libraries, however our approach is an effort of
reducing the gap between the theoretically coding the RFM model and
its close implementation in Python based on the same RFM coding.
Research Limitations/Implications: The development of modern
patterns of grocery stores data analysis is limited to the case of Britain
and has been described and analyzed through Python programming
implementation. Though it is not possible to obtain patterns for all
countries globally, however it is possible to obtain such patterns of
some of the leading countries like UAE, Saudi Arabia and some
countries from Europe etc.
Practical Implications: Customer Segmentation through RFM analysis
technique implementation in Python provides an opportunity to
analyze not only the Britain region but also for different countries is
possible. RFM analysis technique that is mentioned theoretically can
be well programmed with possible visualization using Python coding
and programming libraries. But one must be familiar with having
awareness of how to code in Python programming in order to work
towards obtaining geographical grouping and customer grouping
using visualization techniques through graphs and charts.
Social Implications: It helps grocery stores management in identifying
profitable customers and thus can campaign various customer

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profitable offerings as a part of loyalty programs. Also, it is possible to focus on planning for customer retention programs.
Originality/Value: The value of this research paper lies in realizing through mapping the theoretical value of RFM analysis
to practically visualizing the customer segmentation in the form of grouping best customers and low-risk customers using
Python implementation. Such value can be found in following the research methodology steps while developing the
content of the paper as well as showing practically obtaining results through dealing with data-based case study as a part of
serving itself as a testing the proposed hypotheses.
Keywords: Behavioral Segmentation, Clustering, Customer Segmentation, Electronic Customer Relationship
Management, Geographical Customer Segmentation, Market Segmentation, RFM Analysis.

Introduction (Martin, 2011). As cited in Hosseini & Shabani (2015)

current businesses are adopting innovative techniques for
Globalization has major impact on the community cultures.
developing new strategies and for the integration of
It is slowly reflecting by merging the tastes and preferences
Customer Relationship Management and its analytics
across the globe. Therefore, future businesses require
(Bose & Chen, 2009). These new innovative methods and
following a non-traditional i.e. innovative approach on
techniques include: (i) association rules, clustering
orienting their strategic decision by adopting innovative
algorithms, decision trees and genetic algorithms (Berson
information technologies in serving customers
et al, 1999; Turban et al, 2008).
(Subramaniam, 2016). Customer service is an opportunity
for segmenting markets (Sharma and Lambert, 1994). As Literature Review
the target marketing has been becoming an important
Market Segmentation
strategy to achieve competitive advantage, customer
segmentation problem for retail companies has been Market segmentation is one of the most basic and important
studied in many papers as cited in passing to Bilgic, concepts of strategic marketing. The goal of customer
Kantardzie & Cakir (2015). segmentation is to identify customer groups, where in
customers are greatly differentiated from customers in
As cited in Martin (2011) in passing, “market is a set of
other segments. It is the process of dividing the customers
products or services”; “a market is a group of buyers and
into homogeneous sub-groups such as potential customers
group of sellers that they serve” (Kotler & Armstrong,
and repeated customers for the purpose of target marketing.
1996).
Market segmentation is the process of categorical division
Organizations should know their marketing size. Having of the population of possible customers into distinct
knowledge on customer behavior can help marketing groups. The customers within the same categorical
managers re-evaluate their strategies with the customers. It segment share common characteristics that can help a firm
helps in improving and expanding the effective marketing in targeting customers and marketing to them effectively
strategies (Hosseini & Shabani, 2015). It is important to (marketbusinessnews.com, 2020) (Katti, 2015) (lovelock
consider customer market segmentation before assessing & Wirtz, 2011).
customer loyalty.
Customer Segmentation
Segmentation is “the classification of consumers within
The segmentation process helps in conducting analysis on
market that share related needs and similar purchasing
not only on customers' needs and shopping habits but also
behavioral habits” (Kotler, 2010). Customer segmentation
helps in taking decisions on analyzing changing market
is “the process of dividing customers into groups with
conditions and competitions (Bilgic, Kantardzic & Cakir,
similar characteristics or features” (Song & Kim, 2011).
2015).
Businesses put effort in understanding the rationale behind
Customer segmentation is virtually a potential tool to guide
market segmentation. The rationale is to focus on the
firms towards effective ways of marketing products and
consumer behaviors and purchasing patterns. When
helps in developing new ways of realizing consumer
effective marketing is done, organizations can achieve
behavior (Cooil, Aksoy & Keiningham, 2008). Further
huge return on investment (ROI) for the expenses incurred
Kotler & Armstrong (1999) defined market segmentation
on marketing and sales. Marketing segmentation can be
and its types as “dividing a market into distinct groups of
done in multiple ways instead of following a single way
customers, with different needs, characteristics or

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Volume 13 issue 11 May 2021

behavior, who might require separate products or who may purchase patterns. These purchasing patterns are
respond differently to various combinations of marketing interpreted by purchasing portfolios, which include list of
efforts” (Ahmad, 2003) (Aksoy, Keiningham & Bejou, categories of customer purchases and their consumption
2014).It includes (i) geographical (ii) demographical (iii) behaviors on these categories (Raje & Srivastava, 2014).
behavioral and (iv) psycho graphical based segmentations. The rationality for categorization is the consideration of
Customer segmentation improves profits through direct factors such as percentage of frequency and percentage of
marketing where in catalogs, mailers etc are used (David monetary of all categories in range. It uses the clustering
Shepard Associates, 1998). analysis by K-Mean technique (Do, 2011). Susilo (2016)
conducted research on behavioral segmentation and price
Geographical Customer Segmentation
on customer value influenced for increasing the purchase
Location is a transcendental decision to ensure the viability that impacts the customer loyalty. The data is related to
of retail stores. Geo-demographic segmentation can be Jakarta. Huseynov & Ozkan (2017) have conducted the
considered as an analytical tool for optimizing retail research study on behavioral segmentation analysis of
location strategy. Geo-demographic segmentation seeks to online consumer audience in Turkey by using real-time e-
capture the spatial heterogeneity of the urban market areas commerce transaction data (Huseynov & Yildirim, 2017).
in terms of the characteristics of the residents (Gonzlez- Previous research in customer segmentation based on
Benito & Gonzlez-Benito, 2005). Geographical customer behavioral data in e-market place used Python
segmentation is basically segmenting customers based programming language to conduct cluster analysis and
geographical areas to which customers are belonging to visualization (Aziz, 2017). Further research on customer
(Sulekha & Mor, 2014). It is believed that consumers who segmentation based on user behavior analysis with RFM
live in the same region share similar wants and needs and model and data mining technique is conducted by Tavakoli,
are different from the consumers who live in other regions Molavi, Masoumi, Mobini, Etemad & Rahmani (2018),
of the world (Martin, 2011). In other words, the customers these authors used R programming for performing the
are divided based on geographical area units such as exploratory analysis and the RFM analysis is done using
villages, towns, cities, states, countries and regions. Store Python. Kamthania, Pahwa & Madhavan (2018), Yoseph,
wise segmentation divides a network of stores into Hashimah, Malim & Almalaily (2019); these people have
meaningful groups. Geographical categorization of visually shown the high valued and low valued customers.
customers is possible with data base techniques by Though there are few researches that used Python for RFM
employing a set of pre-categorized examples to develop analysis, our approach followed an approach that reduces
categorized population of records. the gap between theoretical RFM coding and practically
implementing such RFM coding based filtering data using
Previous research on geographical customer segmentation
clustering technique of data mining on an existing e-
using historic customer and customer sale transaction data
commerce transaction data of a retail management.
and filtering the data by customer location hierarchy
(Oracle docs, undated; Campbell, 2015) was seen much. In Customer benefit from behavioral segmentation by (i)
this research database filtering approach is used to filter the optimizing their market spending (ii) increasing the
customer transaction data in order to obtain the location customer lifetime value (CLV) (iii) improving customer
hierarchy such as country. Filtering customers based on service and customer experience (iv) implementing
customer country has been applied. optimal marketing channels selection for their each
segment (v) improving product features and offerings (vi)
Behavioral Customer Segmentation
identifying and cater to most profitable customers (Rivas,
Customer segmentation is a marketing strategy involving 2019).
the customer division into various groups based on their
Research Objective
underlying characteristics, needs and interests. It then opts
for designing and implementing marketing strategies to Target marketing is a method of focusing and attracting
target them. One of the most types of segmentation customers who are likely to buy a product. Data mining
approaches is behavioral segmentation analysis (Huseynov techniques can be used to identify the highly profitable,
& Ozkan, 2017). high-valued and low-risk customers (Pandey, 2017).
In behavioral segmentation, customer purchase behavior Clustering is a data mining technique. It is used for
needs are acknowledged not only in specific needs of geographical customer segmentation and consumer
products but also the interactions made among the whole behavior-based customer segmentation, in view of
range of products. This segmentation is done based on implementing target marketing strategy. In this research

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the goal is: (i) how to implement customer segmentation of sort of occurring in a bounded context” as cited in Knoll
stores, based on multiple data sources and (ii) how to create (2008) in passing. Case studies are an established research
marketing strategies for each segment. approach for exploring complex phenomenon from such
domains where the extracting insights become hazy (Lovas
In this paper only (i) and (iii) consumer marketing
& Goshal, 2000).
techniques have been focused to be described and
discussed to be implementation using innovative tools and Due to the sensitive nature of primary data gathering,
languages like Python to realize the concept of consumer companies generally do not provide the primary data. As a
market segmentation. result, the required data is gathered from web sites in the
form of a secondary data, in order to process them in python
Research Hypotheses
programming and to realize the result of data mining
Null Hypothesis techniques (Schrantz, 2013). The secondary data is
collected during the period of May-June 2020 and the
H01 = Segmenting customers based on their geographical
research is conducted during May-July 2020.
residence is easy to work using Python programming kind
of innovative information technologies The methodology proposed in this paper contributes to the
electronic marketing literature by exploring analytical
H02 = Segmenting customers based on their purchase
Customer Relationship Management perspectives in the
behavior patterns of grocery items is easy to find using
retail management of grocery stores. This methodology
Python programming kind of innovative information
aims to make an attempt to identify customers and also
technologies.
segmenting them using clustering technique of data mining
Research Methodology through a case study as an exploratory method. It uses
secondary data available from web sites sources such as
Contemporarily technology based online retailing has
Kaggle.com and Github.com etc. Clustering analysis is
reshaped the retail landscape. Shopping in Grocery stores
mostly used as a data mining technique. It maps data items
is emerging as one of the fastest growing categories of
to more unknown similar item groups (Oliverira, 2012).
online retailing in the United Kingdom (Davies, Dolega &
Arribas-Bel, 2019). The development of the modern Realizing Geographical Segmentation in Python
patterns of grocery stores in Britain has been described and
Geographic segmentation variables can include location
analyzed as a part of case study (Guy, 1996).
hierarchy, city, state, country, population density,
This research uses a case study approach. It uses qualitative economic status, zip code and regional climate (Oracle
case study methodology to enable researchers in docs, undated). For example, if ecommerce ships
conducting deep exploration of complex phenomenon internationally, user interface may want drill down
within the specific domain context (Rashid, Rashid, behaviors, conversations and purchase patterns from a
Warraich, Sabir and Waseem, 2009). A case study approach particular geographic region or country or the location
is adopted for the investigation, when the realization hierarchy (Campbell, 2015).
through theoretical aspects becomes limited with
For Python Implementation of Geographical Segmentation
operational activities and synergies. According to Miles &
see Figure-1 to Figure-4.
Huberman (1994) a case study is a “phenomenon of some

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Behavioral Segmentation revealing a statistically significant correlation between

data items for e.g. location and buying habits in a customer
For companies it is becoming mandatory to better
database (Katsaras, Wolfsons, Kinsey & Senauer, 2001).
understand the customers' data in order to find similarities
and differences among customers as well as to predict their For Python Implementation of behavioral segmentation
behavior. Thus, customer segmentation according to their see Figure 5 – Figure 11.
data is becoming vital (Dogan, Aycin & Bulut, 2018).
Finding Best Contributing Customers Using RFM
In behavioral segmentation, the variables normally include Matrix Principle
a sub-segment of consumer segmentation. Knowledge on
The RFM analysis is the most frequently adopted direct
buyer behavior analysis helps in understanding, customer
marketing segmentation technique. It comprises of three
commitment and pricing plans as well as to develop market
measures viz. Recency, Frequency and Monetary (Wei, Lin
positions (Martin, 2011).
and Wu, 2010). It is fast and simple as its original purpose is
Recency, Frequency and Monetary (RFM) analysis is to quantify customer behavior (Sokol& Holy, 2020).
widely applied in many practical areas like direct
Recency is commonly defined as “the number of periods
marketing (Wei, Lin & Wu, 2010). Further, RFM model
since the last purchase”. It measures the time gap between
allows decision makers in identifying valuable customers
the most recent transaction time and the analyzing time.
(Wei, Lin & Wu, 2010). RFM model serves as an effective
Frequency is defined as the “two states of purchase such as
marketing strategy as well as considered as an effective
single purchase and repeated purchase” (Wei, Lin & Wu,
method of segmenting. It is a behavioral analysis
2010). If the frequency score is high, it indicates greater
performed for doing market segmentation. RFM method
customer loyalty. Monetary is defined as “the purchase
obtains homogeneous cluster groups through conducting
value that the customer spends in this period” (Wei, Lin &
behavioral analysis of customers. It improves the target
Wu, 2010). RFM cell covers five equal quintiles with 20%
marketing segmentation by examining the recency,
groups. All customers are presented in the form of codes as
frequency and money spent in grocery items of a retail
555, 554, 553….111, which create 5x5x5 = 125 cells. Thus,
stores. This paper summarizes case study example for the
the best customer segment is denoted by 555 and the worst
customers who had bought most recently, most frequently
customer segment is denoted by 111. Based on RFM
and had spent more money as well as who contributed least
scores, customers can be grouped into different segments
in a specified period for the geographical area of UK (Ait
and correspondingly their profitability is analyzed further.
Daoud, Bouikhalene, Amine & Lbibb, 2015).
RFM scoring method sorts customers in descending order
Clustering is used for market segmentation. Clustering is from best contributing to least contributing. RFM model is
the most important data mining technique used in customer applied to categorize customers into high-contribution
relationship management and marketing domains. loyal customers, low-contribution loyal customers,
Clustering would use customer purchase transaction data uncertain customers, high-spending lost customers and
to track buying behavior and patterns; and creates strategic low-spending lost customers. RFM analysis can also use to
business initiatives (Rajagopal, 2011). While tools of data calculate lifetime value (CLV) in addition to analyzing
mining categorize automatically by looking for the best-fit customer profitability.
simplification of data set, clustering analysis helps in

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Best way contributing Customers has to keep informing customers about new products, new
incentives, any loyalty programs or social media incentives
These are the customers with RFM score 5-5-5. It means
that is run by the stores.
these are the customers who bought recently, buy often and
spend a lot. It is likely that they will continue to do so. Since
they already like you, the recommendation is that the store

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F=5 indicates that the customers are loyal with high potential at stores in terms of investing a lot in your
frequency of purchases at stores. But it does not mean they products. The recommendation here is that the stores that it
bought it recently and spent high money at stores in should keep informing about innovative products,
purchases. M=5 indicates that customers are big spenders. expensive products and top line products to this cluster
They spent a lot of money over the given transaction group of customers.
period; so, it is likely that their lifetime value is having
Least contributing Customers

These are the customers with RFM score 1-1-1. It means unlikely to be considered worth.
these customers last ordered a lot of time ago, bought very
Count of RFM Score
few times and customers spent very, very little. They are

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Conclusion References
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