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    RFM Segmentation

    RFM segmentation is a method brands use to group customers based on the recency, frequency, and monetary value of their purchases.

    What Is RFM Segmentation?

    Recency, frequency, monetary value (RFM) is a marketing strategy that aims to categorize customers according to how recent their last purchase was, how often they make purchases, and how valuable their purchases are. The model scores customers according to these three categories, and then brands use RFM segmentation to group customers based on their scores. By segmenting customers in this way, brands can tailor their marketing initiatives to each group to further engage shoppers and increase conversions. A brand might group customers who haven't made a purchase within the last six months, for example, and then launch a remarketing campaign to reengage that group. In this way, RFM segmentation provides an opportunity for brands to personalize their customer engagement efforts to drive sales.

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