RFM segmentation
131.6k customers scored on recency, frequency and monetary value — then grouped into the eleven standard segments.
Recency × frequency
Customer count per cell. Hover a cell for the segment it belongs to and the play that fits it.
Segments
| Segment | State | Customers | % of base | Revenue · SAR | % of revenue | R | F | M | vs prev 30d |
|---|---|---|---|---|---|---|---|---|---|
| Loyal customers | Healthy | 8.5k | 6.5% | 28.2M | 18.4% | 3.5 | 4.3 | 4.5 | 14.3% |
| Champions | Healthy | 5.8k | 4.4% | 25.1M | 16.4% | 5 | 4.5 | 4.8 | 0.5% |
| At risk | At risk | 12.9k | 9.8% | 21.6M | 14.1% | 1.4 | 3.5 | 4 | 29.6% |
| Potential loyalists | Healthy | 13.3k | 10.1% | 17.8M | 11.6% | 4.3 | 2.6 | 2.8 | 19.6% |
| Cannot lose them | At risk | 3.4k | 2.6% | 13.2M | 8.7% | 1.2 | 5 | 5 | 16.6% |
| Hibernating | Watch | 18.6k | 14.1% | 10.7M | 7% | 1.3 | 2 | 2.6 | 11.6% |
| Promising | Neutral | 16.2k | 12.3% | 10.1M | 6.6% | 4.3 | 1.3 | 1.9 | 8.1% |
| Lost | Neutral | 23.6k | 17.9% | 9.3M | 6.1% | 1.3 | 1 | 1.7 | 17.3% |
| New customers | Neutral | 17.6k | 13.3% | 8.6M | 5.6% | 5 | 1 | 1.5 | 23.6% |
| About to sleep | Watch | 8.9k | 6.8% | 4.8M | 3.2% | 3 | 1.4 | 2 | 5.8% |
| Need attention | Watch | 2.7k | 2.1% | 3.5M | 2.3% | 3 | 3 | 3.3 | 12.8% |
Upsell adjacent categories. They buy on cadence, so timing beats incentive.
Early access and referral asks. Do not discount — they already pay full price.
Spent well, gone quiet. Win-back with service contact, not a coupon.
Push the second and third order. A membership or replenishment prompt converts best here.
4.4% of customers are Champions and they produce 16.4% of revenue.
The grid is bottom-heavy, which is normal and not the problem. The problem is the top-left corner: "Cannot lose them" and "At risk" together hold 22.8% of historic revenue in customers who have stopped buying. That is the single largest recoverable pool on this screen.
A discount to this group destroys margin on customers who previously paid full price. A service contact — a call, a restock note, a concierge message — recovers them without repricing the relationship.
They are in the seed lists for lookalikes and in the retargeting pools. Removing them narrows the model toward customers who actually repeat.
By the time a Champion appears in "At risk" the recovery cost has multiplied. The crossing is detectable weeks earlier and is worth a standing alert rather than a monthly review.