RFM segments · Khetta Rewards Guide

RFM groups customers by two simple questions: how recently did they visit, and how often do they visit? Khetta Rewards does this automatically, so you always know who your best customers are and who is drifting away.

How the groups are set#

By default, the groups are based on the last 90 days:

Last visit	0 to 3 visits	4 to 7 visits	8 to 12 visits
0 to 30 days ago	Beginners	Growths	Champions
31 to 60 days ago	Doubtful	Medium (borderline)	Loyal – Regular
61 to 90 days ago	Sleeping	At risk	Needs attention

What to do with each group#

Segment	Who they are	Suggested action
Champions	Visit often and visited recently	Thank them. Give a surprise reward or early access.
Loyal – Regular	Visit often, a little less recently	Keep them warm with a reminder or a small bonus.
Needs attention	Used to visit often, but not lately	Contact them soon with a personal offer.
Growths	Starting to visit more	Encourage the habit: "one more visit to a reward".
Medium (borderline)	Average visits, average recency	Keep them engaged with regular messages.
At risk	Moderate visitors who have gone quiet	Send a "we miss you" offer.
Beginners	New and visiting a little	Welcome them and explain how the rewards work.
Doubtful	Few visits, drifting	A light nudge, such as a reminder about their stamps.
Sleeping	Few visits and long gone	A strong win-back offer, or leave them be.

Change the ranges#

The ranges are not fixed. A coffee shop and a car wash have very different visit patterns. You can change them in Settings, RFM. See RFM settings.

Where you see segments#

In the Customers table, in the Segment column.
In the customer filters, under RFM-segments.
On the Dashboard, in the Customer segments (RFM) tab.
When you choose who receives a push message.