The Three RFM Dimensions
Customer Tiers
When you combine all three scores, customers naturally group into recognisable tiers. Understanding which tier each customer belongs to tells you exactly what kind of attention they need next.Connecting RFM to Segments
The most effective way to act on RFM insights is to create a dedicated segment for each tier directly inside Pocketshop. Once a segment is defined — for example, all customers whose recency score has dropped by two or more levels in the past 30 days — you can attach it to a campaign, a loyalty rule, or an automation trigger. Your segments update dynamically as RFM scores change, so the right customers always receive the right message without any manual intervention.Use Cases by Tier
VIP Customers
Reward your top-scoring customers with exclusive perks — early access to new products, members-only discounts, or a dedicated VIP loyalty tier. Making VIPs feel recognised drives outsized retention and word-of-mouth referrals.
At-Risk Customers
Catch disengaging customers before they churn. Send a personalised reactivation campaign — a time-limited bonus offer or a double-points event — while their brand memory is still fresh.
Churned Customers
Win back customers who have gone quiet with a compelling re-engagement offer. A “We miss you” message paired with a meaningful incentive can recover a significant portion of your lapsed base.
New & Promising
Turn new customers into loyal ones with a structured welcome series. Guide them through your loyalty programme, highlight your best rewards, and give them an early win to build the habit of returning.
Acting on RFM Insights
1
Open the RFM report
In your Pocketshop CRM, navigate to Analytics → RFM Analysis. The heatmap view shows the distribution of your customers across all tier combinations at a glance.
2
Identify the tier to target
Decide which tier needs attention first. If your at-risk segment has grown since last month, that is your highest-priority action. If your VIP tier is healthy, consider expanding it.
3
Create a segment for that tier
Click Create Segment from RFM Tier to automatically generate a segment pre-filtered to the customers in that group. Give it a clear name like “At-Risk – Last 30 Days”.
4
Build a targeted campaign
With your segment saved, navigate to Campaigns → New Campaign and select your RFM segment as the audience. Craft messaging and an offer that speaks directly to that tier’s situation.
5
Launch and measure
Send the campaign and monitor performance in the Analytics dashboard. Track open rate, redemption rate, and — most importantly — whether customers in that segment improve their RFM scores over the following weeks.