Reciprocal customer transfer analysis at golf course reservation service and golf goods ec site

Abstract

For consumer market, it is important fact that the BtoC-EC (business-to-consumer electronic-commerce) market continues to grow. One of the effective marketing strategies is “reciprocal customer transfer” which a store introduces the store’s customers to another store to obtain customer loyalty. In this study, we analyze for effective reciprocal customer transfer between a golf course reservation site and a golf EC site to promote customer’s upsell. Firstly, we divided golf courses into 32 categories and the golf items into 40 categories. Next, we extracted the user’s usage history of these two services. Then, using these data, we carried out the time series association analysis. As a result of the analysis, we found some characteristic rules.