An RFM Model Using K-Means Clustering to Improve Customer Segmentation and Product Recommendation

The COVID-19 pandemic instigated thousands of companies' closures and affected offline retail shops. Thus, online B2C business models enable traditional offline stores to boost their sales. This study aims to explore the use of historical sales and behavioral data analytics to construct a recommendation model. A process model is proposed, which is the combination of recency, frequency, and monetary (RFM) analysis method and the k-means clustering algorithm. RFM analysis is used to segment customer levels in the company while the association rule theory and the apriori algorithm are utilized for completing the shopping basket analysis and recommending products based on the results. The proposed recommendation model provides a good marketing mix to improve sales and market responsiveness. In addition, it recommends specific products to new customers as well as specific groups of target customers. This study offered a practical business transformation case that can assist companies in a similar situation to transform their business model and improve their profits.