New: greater insight thanks to AI segments

A lot of time goes into finding the right target audience. Every webshop and customer database is different. Save yourself time figuring it all out. Use the AI segments of Reloadify. We use RFM where each customer gets a score based on recentness, frequency and monetary (order value). These figures come directly from your webshop and are therefore always relevant. And always up-to-date.

Automatic segments based on RFM

RFM is a powerful analysis that gives you great insight into all the customers of an online store. A score is given to each customer based on three values:

• Recentness. When was the last time the customer made a purchase
• Frequency. How often has the customer purchased from you
• Monetary value. How much money did the customer spend over a period of time?

By scoring customers on these three values, you separate the underperforming customers from the top customers, and everything in between. This makes it easy to set up appropriate campaigns for each target group.

With RFM analysis, you divide your current customer base into different groups in order to serve them even better.

Twelve RFM segments

RFM scores make it clear where customers are in the customer journey. To make the RFM information usable, twelve RFM segments are ready for you in Reloadify. Including inspiration on how to approach the groups.

Champions

They spend the most, order often, and have bought from you recently. Top customers are your biggest fans. Top customers are pre-eminently the top of your customer base. This group of customers knows you and your products well, appreciate you, and are willing to spend a lot of money with you regularly. They are additionally likely to be the first to purchase new products. The top customers don't need an extra discount to make even more purchases. Focus on adding value and improving the brand experience. For example, always make accurate product recommendations based on previous purchases.

Loyal customers

Loyal customers are your best customers after the top customers. They order from you regularly and spend a lot of money. They are familiar with your brand, but there is still room to grow. Loyal customers are sensitive to offers.

Loyal customers know where to find you. They just lack something to order more or for a higher amount. Improve the brand experience and turn loyals into top customers.

Potentially loyal customer

Potentially loyal customers are about to become fans of your webshop. These customers have recently made several purchases from you, but still have a low value. By responding well to their needs, you increase their loyalty and customer value.

The potential loyal customers have recently placed multiple orders. Cross- and up-sell emails will therefore not create more loyalty. The same goes for discounts. What does work is betting on brand experience.

New Customers

New customers have very recently placed an order with you. But, if you don't pay attention to them, chances are they will remain one-time buyers. Prevent them from forgetting about your webshop and invest in onboarding.

Promising customers

Promising customers are customers who have recently placed their first (or second) order with you. The above-average customer value distinguishes them from new customers and makes them promising. However, a follow-up purchase is not forthcoming. Let the promising customers become familiar with your web shop and a new purchase will soon follow.

Due to the lack of a second or third purchase, you know little about the promising customer. Responding to their needs by sharing appropriate upsell products is therefore a challenge. Try to find out their wants and needs through a profile enrichment campaign.

Needs attention

The customers who need attention often fall by the wayside. Their score is too high for potential loyal customers, but too low to be seen as loyal. In particular, they need attention to improve frequency and recency score.

Because it has been some time since they placed an order with you, they most likely missed out on the latest products.

About to sleep

The nearly sleeping customers have placed several orders with you some time ago. Although their value is low, the volume of orders is a good reason to keep them awake. After all, they are already familiar with your brand. You just need to send them a reminder to get back into the minds of near sleepers.

The right message, at the right time, with the right message can keep the nearly sleeping customers awake.

At risk customers

The risk customers group includes customers who have often ordered from you and therefore have a high value. They haven't bought from you in a long time. You are in danger of losing them. And that's a shame, because they have previously spent a lot of money with you.

At-risk customers have potential to come back. They simply haven't been with you for a while. Find out the reason behind this and get them back by.

Losing VIPs

You don't want to lose the group of not-to-be-lost customers. Although they haven't bought from you for a long time, they still have a very high value. And that's exactly why you don't want to lose them. Chances are, they will want to make another big purchase from you. You just need to get back in the picture with them.

The only pain point of not losing customers is that they haven't placed an order recently. To get them back, it may pay to offer a high discount. This way, you make sure that your webshop comes back into the customer's mind, resulting in multiple orders.

Hibernating

Sleeping customers score low on every component. It's been a long time since they purchased from you. They haven't purchased from you often and the value is low.

It is not wise to fire more discount offers at dormant customers. Most likely, they have already received offers but were unsuccessful. What can still work is sharing content that makes these customers more familiar with your brand.

Lost customers

You've lost your customers for a while now. They still used to order from you regularly, but that frequency has dropped considerably. The value of the customers is low.

The group of lost customers has been dropping in value for some time. They have received multiple offers and attempts have been made to make them familiar with your brand, but nothing seems to work. As a last resort, you can target personalized campaigns at them (with products based on their previous behavior). Are these campaigns not working either? Then consider saying goodbye to them by deactivating them.

Lost but engaged customers

The lost but engaged customers have the same RFM scores as the lost customers. The only difference is that this group is still engaged with your shop. They have recently clicked in emails (in the past 180 days) and/or visited your shop in the past 90 days. Lost but engaged customers still want to stay informed about your shop. Yet they do not place an order. Make use of their engagement.

Share RFM segments with Meta for the optimal omnichannel experience

Getting started with RFM segments

Optimize marketing automation in no time with automatic RFM segments. Get to know your target groups and, where necessary, get rid of customers you've already lost. Invest in the right target group and see your sales increase. Got excited? Try it now or schedule a no-obligation demo.