Adding the "P" (Product Category) to RFM (1,079 words)
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The theory was sound and led to Fingerhut's astounding growth during that time: Buying one product category leads to further purchases in that and related product categories. If a man purchases men's clothing as the initial purchase, Fingerhut will test tools, electronics and sporting goods offers in future mailings to see which interest him.
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- Companies:
- J. Schmid & Assoc.
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