RFM Analysis allows you to segment your customers and increase sales with RFM analysis:
Recency - How long since they last purchased
Frequency - How often have they purchased
Monetary value - How much money have they spent
Use the following reports to identify a segmented list of customers and target them with relevant marketing (reward them/win them back/make them feel more special!)
07- Customer Analysis > 06- RFM Analysis
07- Customer Analysis > 06- RFM Customer Data
You can click on each Customer Segment to just view those customers OR use the option Click Here to View all Customer Segments to show full detail of your customers (see below). This detailed report can be sorted within the report or download to Excel for further manipulation by filtering and sorting.
See below for descriptions of each customer segment and click here to view a more detailed explanation of RFM and Customer Definitions.
Bought recently, buy often and spend the most!
Reward them. Offer early release of new vintages. Will promote your brand.
Potential Best Customers
Made a few big purchases - need to keep them engaged
Keep them sweet via special offers, don’t lose them to competition, talk to them.
Best Customers at Risk
Spent big money and purchased often, but haven’t purchased for a few months. Need to ensure they stay!
Call them or send personalized emails to reconnect, offer incentives, provide helpful resources.
Spend good money with us often. Responsive to promotions.
Upsell higher value wines. Ask for reviews. Engage them.
Potential Loyal Customers
Recent customers, bought a few times
Offer club membership / loyalty program, recommend other wines they might like.
Loyal Customers at Risk
Above average frequency and monetary values. Not purchased for a few months though.
Make limited time offers, Recommend new wines based on past purchases. Reactivate them.
Regular shoppers, but don’t spend much.
Create brand awareness, try to upsell to higher value wines.
Recent shoppers, but not frequent purchasers
Provide on-boarding support, give them early success, capture wine preferences, start building relationship.
Last purchase was several months ago; unremarkable frequency and monetary scores
Offer other relevant wines and limited time discounts. Recreate brand value. Focus on high LTV customers.
Lowest recency scores - haven't seen them all year.
Revive interest with reach out campaign, especially high LTV, ignore otherwise.