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Customer RFM
RFM Explained
Computed using last 12 months ending on 2026-07-05.Recency: Recency = days since last purchase (lower is better).
Frequency: Frequency = count of distinct orders in the RFM lookback window.
Monetary: Monetary = sum of selected value metric (Revenue/Profit/Gross profit proxy) in lookback.
Score scale: R, F, and M each use a 1-5 scale where 5 is best.
Scoring method: Quantile scoring assigns 1-5 scores using the current customer distribution.
Segments: Core segments: Champions, Loyal, Big Spenders, Potential Loyalists, New Customers, Promising, Needs Attention, About to Sleep, At Risk, Can't Lose Them, Hibernating, Lost.
No activity policy: Customers with no lookback activity are currently excluded.
RFM Settings
Lookback: 2025-10-01 to 2026-07-05. Prior window: 2024-12-27 to 2025-09-30.
At-Risk Customers
17
Revenue at stake:
$1,714,188.27
Can't Lose Them
9
High historical value, low recency
New Customers
6
Recent and low-frequency accounts
Reactivated
0
Recent purchase after inactivity
Segment Leaderboard
| Champions | 5 | $1,317,071.18 | $233,183.91 | 72.40 | 2 | 15.9% |
| Loyal | 18 | $1,684,674.64 | $374,350.85 | 60.06 | 4 | 20.3% |
| Big Spenders | 5 | $542,208.46 | $126,540.86 | 40.40 | 4 | 6.5% |
| Potential Loyalists | 4 | $150,464.05 | $37,597.06 | 43.25 | 4 | 1.8% |
| New Customers | 6 | $318,980.57 | $64,213.90 | 23.33 | 2 | 3.9% |
| Promising | 3 | $113,857.92 | $28,186.61 | 18.33 | 5 | 1.4% |
| Needs Attention | 9 | $1,037,720.06 | $226,068.65 | 61.22 | 6 | 12.5% |
| About to Sleep | 15 | $973,546.99 | $165,700.67 | 27.93 | 8 | 11.8% |
| At Risk | 8 | $776,971.01 | $166,080.29 | 53.88 | 9 | 9.4% |
| Can't Lose Them | 9 | $927,223.05 | $167,193.82 | 40.11 | 15 | 11.2% |
| Hibernating | 14 | $438,669.21 | $98,800.63 | 29.21 | 16 | 5.3% |
Optional quick-share view only.
R x F Segmentation Matrix (5x5)
Selected: AllExport cell customers
| R \ F | F1 | F2 | F3 | F4 | F5 |
|---|---|---|---|---|---|
| R5 | |||||
| R4 | |||||
| R3 | |||||
| R2 | |||||
| R1 |
Lookback Summary
Customers:
96
Revenue:
$8,281,387.15
Repeat rate:
100.0%
Top segment by revenue: Loyal
Top segment by growth: Loyal
Recency Distribution (Customers)
Monetary Distribution (Revenue Weighted)
Top Customers
| Customer | Segment | R | F | M | RFM | Monetary | Orders | Days since last | Last order | Δ Revenue |
|---|---|---|---|---|---|---|---|---|---|---|
Riverbend Plaza C20065 | Champions | 5 | 5 | 5 | 15 | $293,824.49 | 84 | 2 | 2026-07-03 | $31,665.06 |
Copper Ridge Market 84 C20084 | Champions | 5 | 5 | 5 | 15 | $281,282.96 | 87 | 2 | 2026-07-03 | $-39,819.51 |
Silver Lake Junction C20005 | Champions | 5 | 5 | 5 | 15 | $257,394.48 | 74 | 2 | 2026-07-03 | $-53,671.71 |
Fox Run Exchange C20014 | Champions | 5 | 5 | 5 | 15 | $203,160.34 | 69 | 2 | 2026-07-03 | $37,477.66 |
Highland Center C20082 | Loyal | 4 | 5 | 5 | 14 | $291,429.86 | 67 | 4 | 2026-07-01 | $49,626.60 |
Meadowbrook Exchange C20074 | Champions | 5 | 4 | 5 | 14 | $281,408.91 | 48 | 2 | 2026-07-03 | $96,708.83 |
Redbud Pointe C20043 | Loyal | 4 | 5 | 5 | 14 | $258,131.88 | 69 | 5 | 2026-06-30 | $233,768.08 |
Fairview Depot C20006 | Loyal | 4 | 5 | 5 | 14 | $228,129.62 | 63 | 5 | 2026-06-30 | $14,493.38 |
Kingsport Square C20027 | Needs Attention | 3 | 5 | 5 | 13 | $262,244.68 | 85 | 6 | 2026-06-29 | $63,748.11 |
Fairview Square C20056 | Needs Attention | 3 | 5 | 5 | 13 | $211,953.86 | 61 | 6 | 2026-06-29 | $-22,726.42 |
Oakmont Exchange 109 C20109 | Loyal | 4 | 4 | 5 | 13 | $132,883.25 | 49 | 4 | 2026-07-01 | $31,989.06 |
Ridgeway Pointe C20094 | Loyal | 4 | 5 | 4 | 13 | $90,228.62 | 62 | 5 | 2026-06-30 | $26,848.98 |
Highland Galleria C20088 | Loyal | 5 | 5 | 3 | 13 | $57,389.86 | 64 | 1 | 2026-07-04 | $-14,160.11 |
Clearwater Market C20020 | Needs Attention | 3 | 4 | 5 | 12 | $131,489.06 | 51 | 6 | 2026-06-29 | $33,423.67 |
Granite Falls Crossing C20000 | Big Spenders | 4 | 3 | 5 | 12 | $128,402.75 | 44 | 5 | 2026-06-30 | $127,048.80 |
Cedar Park Square C20106 | Loyal | 4 | 4 | 4 | 12 | $114,723.46 | 48 | 5 | 2026-06-30 | $-3,447.69 |
Lakeview Commons C20066 | Loyal | 4 | 4 | 4 | 12 | $114,315.39 | 48 | 5 | 2026-06-30 | $-29,655.09 |
Prairie View Supercenter C20054 | Big Spenders | 5 | 3 | 4 | 12 | $100,354.37 | 39 | 3 | 2026-07-02 | $-5,163.02 |
Maple Grove Exchange C20044 | Big Spenders | 5 | 3 | 4 | 12 | $98,829.54 | 44 | 3 | 2026-07-02 | $97,146.02 |
Silver Lake Square C20025 | Needs Attention | 3 | 5 | 4 | 12 | $77,747.57 | 80 | 6 | 2026-06-29 | $35,040.03 |
Westfield Village C20034 | Loyal | 4 | 5 | 3 | 12 | $63,420.51 | 69 | 5 | 2026-06-30 | $-24,916.44 |
Cedar Park Plaza C20012 | Loyal | 5 | 4 | 3 | 12 | $63,046.34 | 52 | 2 | 2026-07-03 | $4,024.96 |
Vista Park Junction C20086 | Loyal | 4 | 5 | 3 | 12 | $58,410.47 | 66 | 4 | 2026-07-01 | $-5,744.72 |
Copper Ridge Market C20081 | Loyal | 5 | 5 | 2 | 12 | $38,926.10 | 66 | 1 | 2026-07-04 | $21,269.41 |
Trailside Center C20040 | At Risk | 2 | 4 | 5 | 11 | $194,839.57 | 57 | 10 | 2026-06-25 | $10,809.97 |
Customers in Selection
Rows:
96
| Customer | Segment | R | F | M | RFM total | Monetary | Revenue | Profit | Orders | Days since last | Last order | Δ Revenue | Δ Revenue % |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Silver Lake Junction C20005 | Champions | 5 | 5 | 5 | 15 | $257,394.48 | $257,394.48 | $40,550.19 | 74 | 2 | 2026-07-03 | $-53,671.71 | -17.3% |
Fox Run Exchange C20014 | Champions | 5 | 5 | 5 | 15 | $203,160.34 | $203,160.34 | $51,140.26 | 69 | 2 | 2026-07-03 | $37,477.66 | 22.6% |
Riverbend Plaza C20065 | Champions | 5 | 5 | 5 | 15 | $293,824.49 | $293,824.49 | $56,433.51 | 84 | 2 | 2026-07-03 | $31,665.06 | 12.1% |
Copper Ridge Market 84 C20084 | Champions | 5 | 5 | 5 | 15 | $281,282.96 | $281,282.96 | $48,042.87 | 87 | 2 | 2026-07-03 | $-39,819.51 | -12.4% |
Fairview Depot C20006 | Loyal | 4 | 5 | 5 | 14 | $228,129.62 | $228,129.62 | $41,194.30 | 63 | 5 | 2026-06-30 | $14,493.38 | 6.8% |
Redbud Pointe C20043 | Loyal | 4 | 5 | 5 | 14 | $258,131.88 | $258,131.88 | $47,292.57 | 69 | 5 | 2026-06-30 | $233,768.08 | 959.5% |
Meadowbrook Exchange C20074 | Champions | 5 | 4 | 5 | 14 | $281,408.91 | $281,408.91 | $37,017.08 | 48 | 2 | 2026-07-03 | $96,708.83 | 52.4% |
Highland Center C20082 | Loyal | 4 | 5 | 5 | 14 | $291,429.86 | $291,429.86 | $53,953.54 | 67 | 4 | 2026-07-01 | $49,626.60 | 20.5% |
Kingsport Square C20027 | Needs Attention | 3 | 5 | 5 | 13 | $262,244.68 | $262,244.68 | $50,782.36 | 85 | 6 | 2026-06-29 | $63,748.11 | 32.1% |
Fairview Square C20056 | Needs Attention | 3 | 5 | 5 | 13 | $211,953.86 | $211,953.86 | $40,593.51 | 61 | 6 | 2026-06-29 | $-22,726.42 | -9.7% |
Highland Galleria C20088 | Loyal | 5 | 5 | 3 | 13 | $57,389.86 | $57,389.86 | $16,455.93 | 64 | 1 | 2026-07-04 | $-14,160.11 | -19.8% |
Ridgeway Pointe C20094 | Loyal | 4 | 5 | 4 | 13 | $90,228.62 | $90,228.62 | $22,455.99 | 62 | 5 | 2026-06-30 | $26,848.98 | 42.4% |
Oakmont Exchange 109 C20109 | Loyal | 4 | 4 | 5 | 13 | $132,883.25 | $132,883.25 | $28,915.56 | 49 | 4 | 2026-07-01 | $31,989.06 | 31.7% |
Granite Falls Crossing C20000 | Big Spenders | 4 | 3 | 5 | 12 | $128,402.75 | $128,402.75 | $26,637.75 | 44 | 5 | 2026-06-30 | $127,048.80 | 9383.5% |
Cedar Park Plaza C20012 | Loyal | 5 | 4 | 3 | 12 | $63,046.34 | $63,046.34 | $17,012.73 | 52 | 2 | 2026-07-03 | $4,024.96 | 6.8% |
Clearwater Market C20020 | Needs Attention | 3 | 4 | 5 | 12 | $131,489.06 | $131,489.06 | $31,800.65 | 51 | 6 | 2026-06-29 | $33,423.67 | 34.1% |
Silver Lake Square C20025 | Needs Attention | 3 | 5 | 4 | 12 | $77,747.57 | $77,747.57 | $19,911.91 | 80 | 6 | 2026-06-29 | $35,040.03 | 82.0% |
Westfield Village C20034 | Loyal | 4 | 5 | 3 | 12 | $63,420.51 | $63,420.51 | $18,399.34 | 69 | 5 | 2026-06-30 | $-24,916.44 | -28.2% |
Maple Grove Exchange C20044 | Big Spenders | 5 | 3 | 4 | 12 | $98,829.54 | $98,829.54 | $26,755.47 | 44 | 3 | 2026-07-02 | $97,146.02 | 5770.4% |
Prairie View Supercenter C20054 | Big Spenders | 5 | 3 | 4 | 12 | $100,354.37 | $100,354.37 | $23,902.14 | 39 | 3 | 2026-07-02 | $-5,163.02 | -4.9% |
Lakeview Commons C20066 | Loyal | 4 | 4 | 4 | 12 | $114,315.39 | $114,315.39 | $31,067.52 | 48 | 5 | 2026-06-30 | $-29,655.09 | -20.6% |
Copper Ridge Market C20081 | Loyal | 5 | 5 | 2 | 12 | $38,926.10 | $38,926.10 | $8,433.38 | 66 | 1 | 2026-07-04 | $21,269.41 | 120.5% |
Vista Park Junction C20086 | Loyal | 4 | 5 | 3 | 12 | $58,410.47 | $58,410.47 | $15,532.05 | 66 | 4 | 2026-07-01 | $-5,744.72 | -9.0% |
Cedar Park Square C20106 | Loyal | 4 | 4 | 4 | 12 | $114,723.46 | $114,723.46 | $29,176.95 | 48 | 5 | 2026-06-30 | $-3,447.69 | -2.9% |
Prairie View Gateway C20009 | Needs Attention | 3 | 3 | 5 | 11 | $140,463.75 | $140,463.75 | $36,099.31 | 44 | 7 | 2026-06-28 | $107,706.57 | 328.8% |
Segment Playbooks
Champions
Goal: Retain and grow
5
customers
- Protect with priority service and proactive inventory recommendations.
- Offer strategic upsell bundles tied to recent purchase categories.
- Use as references for win-back outreach to similar accounts.
Key accounts
Riverbend Plaza(
$293,824.49
),
Meadowbrook Exchange(
$281,408.91
),
Copper Ridge Market 84(
$281,282.96
),
Silver Lake Junction(
$257,394.48
),
Fox Run Exchange(
$203,160.34
)
Loyal
Goal: Retain and expand
18
customers
- Increase cadence with scheduled reorder prompts.
- Cross-sell adjacent products based on recent mix.
- Review pricing/margin quarterly to protect profitability.
Key accounts
Highland Center(
$291,429.86
),
Redbud Pointe(
$258,131.88
),
Fairview Depot(
$228,129.62
),
Oakmont Exchange 109(
$132,883.25
),
Cedar Park Square(
$114,723.46
)
Big Spenders
Goal: Protect and grow
5
customers
- Create account plan focused on margin-safe expansion.
- Assign ownership for monthly executive check-ins.
- Bundle freight or service incentives for contract renewals.
Key accounts
Granite Falls Crossing(
$128,402.75
),
Redbud Marketplace(
$119,776.69
),
Prairie View Supercenter(
$100,354.37
),
Maple Grove Exchange(
$98,829.54
),
Riverbend Station(
$94,845.10
)
Potential Loyalists
Goal: Convert to loyal
4
customers
- Push second and third purchase campaigns within 30 days.
- Offer low-friction add-ons aligned to prior baskets.
- Use sales reminders around expected reorder cycle.
Key accounts
Northgate Marketplace(
$65,054.92
),
Willow Creek Station(
$52,220.97
),
Lakeview Center(
$18,048.55
),
Ridgeway Square(
$15,139.61
)
New Customers
Goal: Onboard and activate
6
customers
- Run onboarding sequence with first 60-day success milestones.
- Set follow-up tasks after first order delivery confirmation.
- Offer starter bundles to increase frequency safely.
Key accounts
Fairview Market(
$120,390.95
),
Ridgeway Galleria(
$58,464.96
),
Lakeview Plaza(
$54,358.76
),
Willow Creek Market(
$44,929.90
),
Sunfield Town Center(
$26,798.63
)
Promising
Goal: Increase frequency
3
customers
- Trigger nurture outreach with next-best-product suggestions.
- Send reorder prompts before expected stock-out dates.
- Monitor for conversion into Potential Loyalists.
Key accounts
Needs Attention
Goal: Stabilize engagement
9
customers
- Review account health and remove ordering blockers.
- Target with offers tied to previously high-performing SKUs.
- Escalate outreach if no activity in next cycle.
Key accounts
Kingsport Square(
$262,244.68
),
Fairview Square(
$211,953.86
),
Prairie View Gateway(
$140,463.75
),
Clearwater Market(
$131,489.06
),
Vista Park Crossing(
$104,094.65
)
About to Sleep
Goal: Win back now
15
customers
- Launch re-engagement call list prioritized by prior revenue.
- Use limited-time reorder incentives.
- Route to manager if inactivity crosses 90 days.
Key accounts
Cedar Park Depot(
$254,542.04
),
Oakmont Gateway(
$93,828.92
),
Lakeview Village(
$90,003.11
),
Maple Grove Landing(
$79,448.72
),
Silver Lake Town Center(
$68,356.02
)
At Risk
Goal: Prevent churn
8
customers
- Immediate outreach with account-specific win-back proposal.
- Prioritize service recovery and fulfillment reliability checks.
- Track weekly until recency improves.
Key accounts
Trailside Center(
$194,839.57
),
Fox Run Commons(
$133,694.22
),
Harvest Point Exchange(
$115,001.92
),
Sunfield Landing(
$106,666.10
),
Summit Supercenter(
$79,541.11
)
Can't Lose Them
Goal: Executive rescue
9
customers
- Escalate to senior owner with 7-day action plan.
- Audit price, service, and product availability gaps.
- Create retention offer tied to historic spend profile.
Key accounts
Ridgeway Junction(
$197,833.33
),
Summit Market(
$160,217.85
),
Prairie View Galleria(
$125,131.67
),
Oakmont Crossing(
$112,419.54
),
Vista Park Town Center 76(
$111,042.29
)
Hibernating
Goal: Low-cost reactivation
14
customers
- Move to low-cost automated reactivation journeys.
- Retarget with category-specific reminders quarterly.
- Requalify account ownership before manual outreach.
Key accounts
Trailside Square(
$62,188.16
),
Fox Run Square(
$56,122.00
),
Bayside Center(
$47,100.61
),
Harvest Point Center(
$37,440.73
),
Ironwood Gateway(
$36,148.76
)
Scatter Analysis
Quadrant lines are set at the selected population medians. Click any point to open customer drilldown.
