Competitive Environment And Maintaining Customer Relationships

1677 Words7 Pages
1.0 Introduction In today’s competitive environment, maintaining customer relationships is a key to business success because customers are considered as important strategic resources of a business. However, all business markets contain many subgroups of customers that behave differently, that have different ambitions, and have different purchasing behaviours. Hence, each subgroup must be treated differently in order to build strong customer relationships. To compete with rival businesses, it is vital for a business to know enough about their customers and to know the wants and needs of the customers. Britain 's largest employee-owned retailer, the John Lewis Partnership owns Waitrose, a chain of British supermarkets, which comprise the…show more content…
This is twice as the penetration in the US. Due to these new challenges, Waitrose is interested in analysing their customer data to gain an overall understanding about their online customers, to group them into categories and to identify the attributes of the high value online customers for their business. This helps them to be able to better optimize marketing programs, satisfy customers and to increase profits. The main objective of this analysis is to use the data mining techniques to analyse the customer purchasing data and to discover patterns, solutions and to find implicit but potentially useful information to answer business questions of Waitrose. In this analysis, these data mining techniques will be used to define the “High value customer profile” for Waitrose. 1.1 About Waitrose Waitrose is a chain of British supermarkets, which creates the food retail division of the John Lewis Partnership, which is the biggest employee-owned retailer in Britain. Its head office is situated in Bracknell, Berkshire, England. Waitrose has established an influential position in the UK’s retail food industry and it is extensively acknowledged as the prominent supermarket wine merchant and as a pioneer in the area of food traceability and organic products. Newspapers as like The Telegraph and The Guardian has been describing Waitrose, as having an
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