Adding the "P" (Product Category) to RFM (1,079 words)

• Women's and men's apparel

• Children's toys and games

• Kitchen products

• Tools, electronics and sporting goods

• Linens and decorative home furnishings.

Fingerhut ascertained that the initial product purchase category could be an excellent predictor of what future products customers purchase. For example, customers who buy women's apparel will be more receptive to future apparel offerings.