ConnektMatch the follow-up to the customer's purchase history.
Use RFM segmentation to organise customer groups and plan more relevant ecommerce communication.
Understand the three measures.
Recency.
How recently the customer purchased.
Frequency.
How often they purchased within the period being analysed.
Monetary value.
How much they spent within the available data and chosen period.
Give different groups a relevant next step.
A first-time buyer, a regular customer and someone who has not returned may need different communication. Use the segment as context for a campaign or follow-up rather than assuming every customer should receive the same message.
Keep the rules understandable.
The source data, period and thresholds determine what a segment means. Review those definitions for your store before using a label to guide the message.
Frequently asked questions
Does RFM predict a guaranteed purchase?
No. It describes observed purchasing behaviour.
Can it score every service-business lead?
Purchase-based RFM is not a general lead-scoring system. Other data requirements should be reviewed separately.
Can the groups guide campaigns?
Yes. Relevant customer groups can support campaign selection and retention planning within the configured setup.