Intelligent management information systems for Pingo Doce and go Nova Store - agglomerative hierarchical clustering for implementing a shopping mission-driven customer segmentation

Abstract

This thesis focuses on Pingo Doce & Go, a retail store within the Jerónimo Martins Group, operating in Portugal. It provides actionable recommendations to enhance their customers’ experience based on a differentiated customer segmentation and thus, grow sales. It explores the application of data analytics to create a segmentation based on consumers’ shopping missions, the reason why they visit the store, which goes beyond traditional demographics and/or a limited product view. Shopping missions put customers at the center and thus, provide deeper real-time understanding of their fast-changing needs within the dynamic retail market leveraging on innovative technology.