Application of RFM Model in the Airport’ Services E-Commerce Context

Abstract

This internship report explores the application of the RFM (Recency, Frequency and Monetary) model for customer segmentation in the airport context, focusing on E-Commerce Portuguese customers of ANA – Aeroportos de Portugal. In order to achieve this objective, four interviews were conducted with individuals from the company to gather relevant insights and other perspectives. Before applying the RFM model, comprehensive data preparation was carried out to ensure the accuracy and reliability of the results. By implementing and adjusting the RFM model to the airport context, five distinct segments were identified. The results provided insights into the five segments and enabled the development of targeted marketing actions based on the characteristics of each segment. These findings contribute to understand customer behavior and have practical implications for marketing strategies in the airport industry. The outcomes serve as a foundation for future studies, enhancing understanding of customer behavior and creating target experiences for different passenger segments.