The document discusses strategies to increase sales for the struggling London Jets Hockey franchise. It analyzes customer data using RFM (Recency, Frequency, Monetary) analysis to identify the most valuable customer segments. The analysis shows that recent customers tend to be younger, wealthier, and more likely to own vehicles. Most valuable segments are married customers who purchase frequently and spend more. The summary proposes targeting these segments with membership discounts, family packages, and VIP experiences to boost loyalty and attendance.

1. Presented By: Abhinav Arya [email_address]

10. Similarly, we code the other quintiles and combine the scores to obtain RFM values. “ 555” is the best score. Recency Frequency Monetary RFM 5 5 4 554 5 5 3 553 5 4 5 545 5 3 3 533 5 3 3 533 5 3 3 533

11. As pre RFM, The highlighted income group should be the segment where more concentration is to be done.

13. Married customers are high. More concentration should be on add-ons. Count of Cust ID Recency Sex Marital Status 1 2 3 4 5 Grand Total B (blank) 0.00% 50.00% 50.00% 0.00% 0.00% 100.00% B Total 0.00% 50.00% 50.00% 0.00% 0.00% 100.00% F Married 50.00% 0.00% 0.00% 0.00% 50.00% 100.00% Single 42.86% 14.29% 14.29% 0.00% 28.57% 100.00% F Total 44.44% 11.11% 11.11% 0.00% 33.33% 100.00% M Married 0.00% 37.50% 12.50% 25.00% 25.00% 100.00% Single 18.18% 9.09% 27.27% 36.36% 9.09% 100.00% M Total 10.53% 21.05% 21.05% 31.58% 15.79% 100.00% Grand Total 20.00% 20.00% 20.00% 20.00% 20.00% 100.00%