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This study explores ways to define fixed customers, identify the benefits earned from them, and develop relationships with them. We conducted a case study at a mail-order company and a department store. Data were collected through structured questionnaire-based interviews and analyzed by applying the KJ (Kawakita Jiro) method to categorize how interview respondents defined fixed customers, assessed their financial contribution, and managed relationships with them. The results show, first, that both companies use the total number of transactions, amount spent per transaction, purchases of core products, and the variety of products purchased by their customers to define fixed customers. Second, both companies consider sales stability to be the primary financial benefit of fixed customers. Third, both companies run a loyalty program to develop long-term relationships with fixed customers and gain financial benefits. Our study contributes to the literature in several ways. First, it suggests that the number of transactions may be a more useful classification standard than the amount spent per transaction. Second, we argue that the stability emanating from trade with fixed customers increases the forecasting accuracy of shipment numbers.
