In retailing, it is important to understand customer behavior and determine customer value. A useful tool to achieve such goals is the cluster analysis of transaction data. Typically, a customer segmentation is based on the recency, frequency and monetary value of shopping or the structure of purchased products. We take a different approach and base our segmentation on the shopping mission - a reason why a customer visits the shop. Shopping missions include focused purchases of specific product categories and general purchases of various sizes. In an application to a Czech drugstore chain, we show that the proposed segmentation brings unique information about customers and should be used alongside the traditional methods.

中文翻译：

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购物使命在零售客户细分中的作用

在零售业中，了解客户行为并确定客户价值非常重要。实现这些目标的一个有用工具是交易数据的聚类分析。通常，客户细分基于购物的新近度、频率和货币价值或购买产品的结构。我们采用不同的方法，并根据购物任务进行细分 - 这是客户光顾商店的原因。购物任务包括特定产品类别的集中采购和各种尺寸的一般采购。在捷克连锁药店的应用中，我们表明提议的细分带来了关于客户的独特信息，应该与传统方法一起使用。