Customer Loyalty Segmentation in Online store using LRFM and MLRFM in combination with RM K Means

The rapid development of online business in recent years has driven Store X to embark on a digital transformation. By the end of 2020, Store X relocated their conventional business to an online business. The greatest obstacle and key to success for online business operators, such as Store X, is gaining and retaining consumer loyalty in the face of an increasing number of competitors. Therefore, the company must be able to identify the character (behavior) of its clients to provide appropriate treatment. Each customers behavior is unique, which means they must all be treated differently. However, all this time, Online Store X has provided the same treatment (as much of a discount) to all its customers due to the lack of information regarding their customers’ characteristics. Therefore, in this study, customers of Online Store X were segmented based on their transactional behavior using online transaction history data from March 2021 to March 2023. Two customer analysis models, LRFM and MLRFM, will be combined with RM K-Means to find the best combination through Silhouette Coefficient values. The optimal number of clusters (k) is then determined using the Elbow Method. The results indicate that the optimal number of clusters for both combinations is K=3, with the combination of MLRFM and RM K-Means being the best combination. The finest combination has a silhouette coefficient value of 0.8609. Based on this combination, it is also known that 2,053 customers in cluster 3 are loyal customers, while 2,339 customers in cluster 1 and 2 are lost customers. The results of this study were also implemented on websites built for X Store using Python programming languages and MySQL databases, making it easier for companies to see data visualization