RFM Clients Segments is an advanced customer segmentation system available in the Segments Library, which categorizes customers based on their purchasing behaviors using the RFM (Recency, Frequency, Monetary) methodology.
Segment Definition
The RFM Clients Segments divides customers into 10 predefined groups based on three key indicators, with values assigned from 1 to 5:
Recency Score - how recently the customer made a purchase
Frequency Score - how often the customer makes purchases
Monetary Score - what value the customer's purchases generate
The system automatically assigns customers to appropriate segments based on the combination of these three parameters according to predefined rules.
Predefined RFM Segments
The exact characteristics of predefined segments are available in the RFM Segments article in the "Customer segment characteristics" section.
Segment Configuration
The system assigns customers to the listed segments by default based on predefined rules. It's possible to customize:
Score thresholds for individual Recency, Frequency, and Monetary categories
Definitions of individual segments
Creation of custom, non-standard RFM segments tailored to specific business needs
Use Cases
RFM Clients Segments can be used for:
Creating personalized marketing strategies for different customer groups
Identifying high-value customers who require retention
Detecting customers at risk of churning and planning reactivation activities
Optimizing marketing expenses by focusing on the most valuable segments
Increasing cart value through targeted cross-sell and up-sell campaigns
The segment is available in the Segments Library > Clients > RFM Clients Segments section of the segments library, along with other predefined segments for customers.