Customer relationship management in e-commerce: Analytical CRM application for a company in the garment sector

Today, the concept of competition for businesses has become increasingly important and a turnaround has been widespread across all areas. In this context, customer relationship management (CRM) has become a vital issue for companies to increase their competitive power. In addition, by the help of information technologies developed in recent years can be collected Besides big data is on the professional agendas large amounts of customer data in company databases. Businesses gain competitive advantage from these databases by reaching meaningful information with data mining techniques. In this study, firstly, basic information about e-commerce, customer relationship management, analytical customer relationship management concepts are given. In the application section, statistical analysis was firstly applied to the customer data of the e-commerce site belonging to a leading company operating in the garment sector for the year of the data set 2017. Then analyzed by RFM technique and Apriori algorithm. Customers are divided into 9 segments by the help of RFM technique according to purchasing behavior. Different marketing strategies have been developed for each segment. With the aid of the apriori algorithm, a customer basket analysis was conducted. There are union rules for different support and confidence intervals on the basis of category and color.