Fitwear - Project

Company Name: FitWear

Project Objective: FitWear is facing difficulties in understanding its diverse customer base, resulting in generic marketing strategies that fail to engage specific audience segments. The lack of targeted campaigns has led to lower customer retention and reduced sales. The objective is to group customers into meaningful segments based on demographics, behaviour, and purchase history, enabling personalised marketing and tailored product recommendations.

Requirement:

• Use demographic, behavioural, and purchase data for clustering customers.
• Identify high-value segments and their preferences.
• Provide visual dashboards to present segmentation insights.

Detailed Features:

• App Features:
  • Clustering based on key attributes.
  • Behavioural insights for customer preferences.
  • Dashboard to visualise customer segments.
• Deliverables:
  • Phase 1: Segmentation framework and dashboard mockups.
  • Phase 2: Clustering model and visualisation prototype.

Technology Suggestion: Excel for clustering, Power BI for visualisations.

Expected Output:

• Phase 1: Segmentation criteria and dashboard wireframes.
• Phase 2: Customer segmentation tool with visual insights.