VinDashboards RFM (Recency, Frequency, Monetary) segments and detailed scorings for each.  



Customer Segment

R

F

M

Activity

Suggested Actions

Best Customers

4+

3+

5

Bought recently, buy often and spend the most!

Reward them. Offer early release of new vintages. Will promote your brand.

Potential Best Customers

3+

1-2

4-5

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

3

3+

5

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.

Loyal Customers

4+

4+

3-4

Spend good money with us often. Responsive to promotions.

Upsell higher value wines. Ask for reviews. Engage them.

Potential Loyal Customers

4+

2-3

3-4

Recent customers, bought a few times

Offer club membership / loyalty program, recommend other wines they might like.

Loyal Customers at Risk

3

2+

3-4

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 Customers

4+

3+

1-2

Regular shoppers, but don’t spend much.

Create brand awareness, try to upsell to higher value wines.

Newer Customers

4+

1-2

1-4

Recent shoppers, but not frequent purchasers

Provide on-boarding support, give them early success, capture wine preferences, start building relationship.

Dormant Customers

2-3

1+

1+

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.

Lost Customers

1

1+

1+

Lowest recency scores - haven't seen them all year.

Revive interest with reach out campaign, especially high LTV, ignore otherwise.



For a full explanation of RFM CLICK HERE