Edinburgh Napier University

  The gamification criteria based on the crisp analysis algorithm and the K-mean for clustering are studied. The calculation of the customer lifetime value (CLV) based on the recency frequency monetary variable (RFMV) model including purchase recency, purchase frequency, purchase monetary, and purchase variety, weight using Shannon index, as well as the diagnostic analysis in three cluster segments and their lifetime value. Additionally, we develop the consideration of gamification as a tool that online businesses can apply to boost CLV and increase online sales, especially clothing and footwear industry. The approximate volume of the sample includes all customers who follow the company's Instagram profile (242 customers). The findings indicate that gamification can greatly influence RFMV criteria and thus increase CLV. The final clustering shows that if gamification can offer the right mechanics by identifying the audience types, it can identify the most accurate motivations and thereby increase the CLV.