RFM settings

Where: Settings, then RFM.

This page sets the rules for the nine RFM segments. There are two measures:

• Frequency (visits): how often your customers buy from you.
• Recency (days): how long ago they last bought something.

For each segment (Need attention, Loyal – Regular, Champions, At risk, Medium (borderline), Growths, Sleeping, Doubtful and Beginners) you set four numbers: Frequency from, Frequency to, Recency from and Recency to. Click Save under a segment to apply it.

When to change them#

The defaults suit a business where customers come about weekly. Change them if your customers visit at a different pace:

• A cafe or lunch spot: keep the defaults, or shorten the recency ranges.
• A barber or salon: customers visit every few weeks, so use longer recency ranges.
• A car service: customers visit a few times a year, so use much longer ranges and lower frequency.