At this stage we have three ratings – “1”, “2” and “3”. Remember that the number of ratings may vary depending on the specifics of the business.
The total number of segments is 27. In each of them, clients have ratings for three RFM indicators of the type “111”, “112”, “113”, “121”, “131” ... “333”.
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Using RFM Analysis Results in Communications with Clients
First of all, it is necessary chinese singapore b2c cell phone number data to characterize the obtained segments in order to have an idea about each of them. For example, customers with a rating of "111" made frequent and large purchases, and the last of them was recent, while consumers with a rating of "333" are those who have been making single orders for a long time.
Then you need to determine the value of each segment and formulate a strategy for working with each of them. You need to decide what types of messages and promotions will be optimal for each category. The best customers need to be retained, average ones should be encouraged to move to the first group, and those leaving should be returned.
The Lost
You shouldn't put much effort into your long-term customers. However, you can try to get them back by providing information about current promotions, discounts, and sales. You need to describe the benefits they will receive if they stay with the brand.
If "lost" consumers do not respond to the actions taken, it is better to remove them from the database.
Under threat of outflow
For customers who are at risk of churning, it is important to put in extra efforts to retain them, as they are more promising than the “lost” ones. These people have already made a lot of purchases and/or spent significant amounts.
These consumers may be interested in discounts or coupons for their next deal, information about upcoming sales, personalized product recommendations, or helpful videos and articles to help them make their choice.
Don't forget to ask your customers why they stopped purchasing the brand's products.
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Former loyalists
For such customers, the same methods can be used as for the previous group. In addition, longer-term motivation tools can be used, including bonuses, loyalty programs, etc. It is necessary to convey to people why your store or product is better than others.
"Sleepers"
Such customers remember the brand and its product. To activate them, you can create attractive promotions and special offers, as well as personal recommendations.
It is important to remind customers of the benefits of your product or company. If they have recently stopped making purchases, it is worth finding out the reason for the low activity.
Newbies
For this category of clients, it is necessary to develop educational content, provide reference information and assistance in choosing a product.
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To turn newcomers into loyal customers, you can create additional useful material for them (reviews, articles, and guides). Congratulating them on their first purchase or thanking them for choosing your company can also create a positive impression.