This dissertation was written as part of the MSc in e-Business and Digital Marketing at the International Hellenic University. The growing online shopping across many products and services categories has been embraced by customers and the understanding of their behavior is the main key to improve their satisfaction and experience. Specifically, the purpose of this dissertation is to profile e-grocery customers of one of the largest supermarket chains in Greece and propose personalized promotion actions for their marketing strategy.
Firstly, the transition from offline to online grocery is presented as general background giving interesting insights, followed by the review of the existing literature exploring and defining customer profiles. Afterwards, cluster analysis methods were applied on a real e-grocery sales dataset, extracting valuable information, and classifying customers according to their characteristics into segments, which showed significant similarities with profiles identified in the literature review. The findings of the data analysis were matched with marketing theory knowledge in order to suggest personalized promotion actions that would best fit selected customer profiles.
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