Segmentação de Clientes e Estratégias de Fidelização: Aplicações de Business Analytics no Varejo e na Hospitalidade
DOI:
https://doi.org/10.51473/rcmos.v1i1.2026.2310Keywords:
Business Analytics; segmentação de clientes; customer analytics; fidelização; K-Means clustering; varejo; hospitalidade; LGPD.Abstract
Este artigo analisa como técnicas de Business Analytics podem apoiar a segmentação de clientes e a fidelização em pequenos e médios negócios do varejo, da hospitalidade, de restaurantes e de serviços locais. A pesquisa adota uma abordagem qualitativa, descritiva e teórico-aplicada, fundamentada na literatura internacional sobre business intelligence, customer analytics, RFM, CLV, clustering K-Means e programas de fidelidade. Sustenta-se que dados transacionais, sistemas POS, cadastros e históricos de compra podem orientar decisões comerciais mais precisas sem exigir estruturas tecnológicas complexas. Conclui-se que a fidelização baseada em dados fortalece a experiência do consumidor e a competitividade, desde que respeite a privacidade, a transparência e o uso responsável das informações.
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