What is rfm segmentation?
RFM segmentation scores every customer on three axes: recency of last visit, frequency of visits, and monetary value spent. Customers are grouped into segments such as champions, at-risk, and lost, so campaigns can target behaviour rather than blasting everyone.
An example
A café's at-risk segment holds regulars who used to come four times a week and have not been in for a fortnight. A win-back offer goes only to them, not to the whole list.
Related terms
JustTap does this for Australian venues
We build and run your birthday, win-back, expiring-reward and quiet-day campaigns, delivered through a loyalty card that sits in your customer’s Apple Wallet or Google Wallet.