The credit market for cars, traveling, furniture, home appliances, and electronic equipment is mediated by retailers. The project consisted of understanding the characteristics of end customers by identifying segments based on thousands of transactions and behaviors stored in retail bank databases.
By better understanding the final audience, it became possible to perform assertive actions with direct offers in partnership with retailers, generating better results and further approximation with end customers. One example was cross-selling offers between segments — computer for those who had purchased a car. The result was positive from the point of view of credit risk as well, since it considered clients with well-known behaviors.
In the end, it was also possible to segment retailers and identify who was more appropriate to serve specific types of audience. The segmentation and algorithms were implemented to be used recurrently within the bank.
