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What is RFM segmentation?

RFM segmentation is an analytical method that categorizes customers according to three fundamental purchasing behaviors:
  • Recency (R): Time since the customer’s last purchase.
  • Frequency (F): Number of purchases made during a given period.
  • Monetary value (M): Total amount spent by the customer during the period analyzed.
This approach accurately identifies both high-potential customers who purchase frequently and spend more, and customers whose engagement is declining. You can then create more effective, targeted campaigns.

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Benefits of RFM segmentation in Bevits

1. Personalized communication
Send different offers to specific segments:
  • Champions: Premium-value customers for your business
  • Loyal: Customers with strong brand loyalty
  • Recent: Customers who purchased recently
  • Needs attention: Customers with a limited purchase history
  • At risk: Customers who have not purchased for an extended period
  • Inactive: Customers with no recent transaction activity
  • Unclassified: New contacts or contacts without a transaction history
2. Targeted strategies
Personalize and automate campaigns:
  • Exclusive benefits for the Champions segment
  • Reactivation messages for Inactive customers
  • Welcome incentives for the Recent segment
3. Better results
Segmented communications produce better open, engagement, and conversion metrics.

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How to access RFM segments

  1. Open the sidebar and select Customers. Dashboard home page with an arrow pointing to the sidebar

  1. Find the three-dot icon in the upper-right corner next to the New customer button, then click it. Customers page with an arrow pointing to the options button next to New customer

  1. Select Segments from the menu. Options menu with Segments highlighted

  1. On the segments screen, select RFM segments in the System category. Segments page with RFM segments highlighted

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Detailed segment analysis

  • Select the name of any segment in the percentage distribution table.
  • The system displays the complete list of customers in that segment, including:
    • Full name
    • Email address
    • Date of the most recent transaction
    • Total lifetime purchase value
Use filters and search to find specific customers efficiently.

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Strategic recommendations

  • Seasonal campaigns: Target customers in the At risk segment before holidays and other special dates.
  • Loyalty program: Create exclusive benefits for the Champions segment.
  • Reactivation strategies: Offer specific incentives to the Inactive segment.
Using RFM segmentation strategically in Bevits enables precise marketing communications and better customer relationships, increasing operational efficiency and business results.

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Configuring RFM parameters

We do not recommend changing the default RFM parameters. If you need to adjust them, follow these steps and contact support if you have questions.
To adjust the segmentation criteria:
  1. Select Edit RFM parameters using the button in the upper-right corner. Segments page with Edit RFM parameters highlighted

  1. Set the lower and upper limits for:
    • Recency (days): For example, a range from 7 to 30 days
    • Frequency (number of transactions): For example, a range from 1 to 4 purchases
    • Value: For example, a range from 50 to 150

  2. Confirm your changes by selecting Save.

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