Supermarket Customers Study Based On Data Mining

The supermarket with the influx of foreign Large-scale supermarket chains and the rapid development of commercial areas of the supermarket has become the most dynamic commercial format. The competition of the supermarket industry has become increasingly fierce, the theme of the competition changes from price competition in the competition for customers, analysis of customers, know the customer has become the urgent need for the supermarket business. Supermarket wants to be able to carry out an accurate classification and identification of customers, in view of the characteristics of different types of customers establish targeted sales and services strategies, and also the supermarket can be able to forecast trends in the value of customers, so that the supermarket plays a active role in the process of establishing customer center strategy.In view of the above problems, this thesis adopts data mining technology, use SPSS Clementine 10.1 data mining tools, following the flow of the CRISP-DM model commercial understanding, data understanding, model building, model evaluation to analyze the supermarket customers. Combine the characteristics of the supermarket industry, set up modulus to measure customer loyalty, and set up customer loyalty - profitability segmentation model, that can help supermarket enterprises accurately identify different types of customers, especially loyalty high-profit customers and low-profit non-loyal customers, so that enterprises can provide targeted sales and services according to the different types of characteristics of clients, and also achieves the maintenance of high-quality customers and the retain of the lost customers. Finally, analyze the change path of customers' categories with the method of sequential pattern analysis. Forecast trends in customer value changes, so that the companies can retain customers who are being lost timely and improve customer retention; give up the inevitable lost customers, save the costs of marketing and services; discover the potential valuable customers early, do personalized service and marketing to them and shorten the transition period, and make them to become high-value customer loyalty as soon as possible. In this way, enterprises can carry out targeted marketing campaigns ,so that can focus limited funds on retaining valuable customers, and make enterprises in retail increase the success rate of sales and at the same time save the cost of sales.