FLO, an online shoe store, wants to segment its customers and determine marketing strategies according to these segments. To this end, the behaviors of the customers will be defined and groups will be formed according to the clusters in these behaviors.
The dataset consists of the information obtained from the past shopping behaviors of customers who made their last purchases from Flo as OmniChannel (both online and offline shoppers) in the years 2020-2021.
| FEATURE | DESCRIPTION |
|---|---|
| master_id | Unique customer number |
| order_channel | Which channel of the shopping platform is used (Android, ios, Desktop, Mobile) |
| last_order_channel | The channel with the last shopping |
| first_order_date | Date of the customer's first purchase |
| last_order_date | Date of the customer's last purchase |
| last_order_date_online | The date of the last purchase made by the customer on the online platform |
| last_order_date_offline | The date of the last purchase made by the customer on the offline platform |
| order_num_total_ever_online | The total number of purchases made by the customer on the online platform |
| order_num_total_ever_offline | Total number of purchases made by the customer offline |
| customer_value_total_ever_offline | Total fee paid by the customer for offline purchases |
| customer_value_total_ever_online | The total fee paid by the customer for their online shopping |
| interested_in_categories_12 | List of categories the customer has shopped in the last 12 months |