The Application of Modified RFM-Analysis to Increase the Loyalty of Consumers of Industrial Rubber Articles

In the paper the trends in the Novosibirsk market of industrial rubber articles were analyzed, the key problems of the industry were revealed. The groups of customers with homogeneous behavior were identified by a modified RFM-analysis applied to client database of the company engaged in the producing and sale of industrial rubber articles. The structure of each group was studied. Loyalty programs to meet in most effective ways the needs of the customers from the selected groups have been developed.