Urban Consumption Dynamics And Segmentation Rfm: Sociodemographic Characterization Of Customers In Crm Systems For Commercial Optimization
Published 2025-10-15
Keywords
- urbanism; consumer behavior; shopping centers; urban development; RFM segmentation; Bucaramanga.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
This study examines the relationship between urban development and consumption patterns in Bucaramanga, focusing on the impact of the Centro Comercial Cacique, the region's largest shopping center. Using a quantitative approach grounded in Customer Relationship Management (CRM) system data, we analyze visitor flows, sales performance, and purchasing behaviors alongside surrounding urban dynamics. From a total universe of 823,734 transactional records, we examined a cleaned sample of 81,853 unique clients with complete demographic information. The results reveal significant changes in consumer habits and mobility patterns influenced by architectural design and the mall's strategic location. Additionally, a catalytic effect on nearby urban development is identified, particularly in the Provenza, Cabecera, and Mutis districts. The findings provide valuable insights for urban planners, policymakers, and commercial developers, emphasizing the importance of integrating real-time consumer data into sustainable urban planning strategies.