Shuming Wang and Phisanu Chiawkhun

Published in Data Science and Engineering (DSE) Record 2022 Vol. 3 No. 1 pp. 93-111



The key words of this study are data visualization, RFM model and customer relationship management. Taking Wal-Mart as a research case, analyze the number of goods and stores in Wal-Mart supermarkets in four years (2011-2014) through data and visualize the results. Using visualize tool to analyze sales and com- modity and present the results in a chart. It is particularly important to retain customers and improve customer retention rates in an environment of increasingly fierce compe- tition among supermarket retailers. First, the supermarket retail data is visualized to make the data set more intuitive and easy to understand. Then the supermarket can choose the RFM (Regency, Frequency, Monetary) analysis method to distinguish cus- tomer value, so as to provide marketing services for different customers. The applica- tion of RFM first conducts basic evaluation through data visualization methods, and has a general grasp of retail data, then conducts RFM modeling to obtain the customer's RFM score, finally differentiates customer value.