> ## Documentation Index
> Fetch the complete documentation index at: https://docs.pocketshop.at/llms.txt
> Use this file to discover all available pages before exploring further.
# Find Your Best Customers with Pocketshop RFM Analysis
> Use Recency, Frequency, and Monetary Value scoring to find your highest-value customers, at-risk buyers, and reactivation targets in Pocketshop.
RFM Analysis is a proven customer-scoring method that ranks every customer across three dimensions — how recently they interacted with your business, how often they do so, and how much value they generate. By combining these three scores, Pocketshop gives you a clear, ranked view of your customer base so you can stop treating all customers the same and start directing your loyalty budget where it will have the greatest impact.
## The Three RFM Dimensions
| Dimension | What it measures | Example |
| ------------- | -------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------- |
| **Recency** | How recently the customer made a purchase or interacted with your app | A customer who scanned a receipt yesterday scores higher than one who last visited three months ago |
| **Frequency** | How often the customer purchases or engages over a given period | A customer who visits every week scores higher than one who comes in once a month |
| **Monetary** | The total value the customer has generated through purchases or loyalty activity | A customer who spends €200 per visit scores higher than one who spends €20 |
## 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.
| Tier | RFM profile | What it means |
| ------------------- | ------------------------------------------- | ------------------------------------------------------- |
| **VIP** | High recency, high frequency, high monetary | Your most valuable customers — protect and reward them |
| **At-Risk** | Previously high scores, dropping recency | Once-strong customers who are starting to disengage |
| **Churned** | Low recency, low frequency | Customers who have effectively stopped engaging |
| **New & Promising** | High recency, low frequency | Recently acquired customers with clear growth potential |
## 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
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.
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.
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.
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
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.
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.
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".
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.
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.
Review your RFM scores at least once a month. Customer behaviour shifts quickly, especially around seasonal events and promotions, so a customer who scored well in January may show early at-risk signals by March. Regular reviews let you act before the drift becomes a full churn.