Customer Segmentation Using RFM Analysis

  • Oct 12 ,2022

What is customer segmentation using RFM analysis? Recency, Frequency, and Money, or profit, are the three components of RFM segmentation. These abbreviations indicate a customer’s position on the continuum of purchasing patterns and brand loyalty.

If you’ve ever made an airline reservation, purchased a product online, or gone shopping in a physical store, you may recognize some of these concepts.

By recognizing the distinctive qualities that each potential customer has and creating offers that are specific to their requirements, you can take advantage of each of these opportunities to expand your firm into a more lucrative market.

What is RFM Analysis?

A technique for segmenting client behavior is RFM analysis. RFM analysis focuses on three key elements of consumers’ transactions: recency, Frequency, and purchase amount. This study is based on customers’ historical transactions. Businesses can categorize various clients into groups by being aware of these habits.

It’s crucial to comprehend the fundamentals of RFM analysis before moving on to how you will perform segmentation using the RFM model, which is what we will quickly cover in this section of the text.

RFM Analysis is a helpful tool for examining your clientele. Recency, Frequency, and Monetary Value are its three initials. It’s a technique for categorizing clients based on past purchases. Finding your top clients will help you market to them more successfully and raise their lifetime value.

Customer Segmentation Using RFM Analysis

The top 10%, 20%, or 30% of customers who have made the most purchases from your business over time are identified by this research. The best customers are those who make the biggest purchases, the most frequent purchases, and the most recent purchases. Those are your top clients.

By locating these people, you may market more successfully by concentrating on what appeals to them. You can modify your offerings and messaging to be pertinent to these important client base categories to raise their lifetime value and boost future sales.

Why Is RFM Segmentation Important?

To distinguish between your greatest clients and those who are less profitable or engaged, RFM segmentation is crucial. This can be crucial for large companies, as you may have a sizable customer base and need to know how to target your most valuable clients efficiently.

By rating clients based on their recent purchases, Frequency of assets, and monetary worth, this type of segmentation enables you to achieve this and helps you to concentrate on the customers who are most likely to purchase a large number of your products at a high price point.

How to Calculate RFM?

RFM is calculated by looking at your customers’ prior actions and giving them a score for each statistic; the ultimate RFM score for each client is then determined by adding these scores.

When calculating recency, you should consider how recently each consumer has purchased from your business. Since their most recent purchase, days, weeks, or months may have passed. Customers with more recent purchases will have a higher recency score than those whose most recent purchase was made a long time ago.

The number of transactions each customer made during the same period used to calculate recency is taken into account to estimate Frequency; the more purchases they made during that period, the better their frequency score will be.

Additionally, financial worth is determined by how much each consumer has spent on your products throughout the same time frame.

Customer Segmentation Using RFM Analysis

How Do You Do RFM Analysis?

Finding the customers you wish to examine is the first step in performing an RFM analysis. After that, you should rate each client on a scale of 1 to 5 for recency, Frequency, and monetary value. Five is the best possible score, while one is the lowest.

Customers who have recently purchased from you receive high marks, while those who haven’t been given lower scores. Similarly, clients who make frequent purchases receive high scores, while those who only make purchases sometimes receive low marks. Customers that make large purchases at your business receive high marks, while those who make smaller purchases receive low scores.

You can classify customers depending on their overall score once you’ve given them scores for each category. (the sum of their recency, Frequency, and monetary value scores). Compared to individuals with lower total scores, those with higher scores belong to better divisions.

Also Read: Steps to Start a Business With No Experience

Customer Segmentation Using RFM Analysis

Customer Segmentation using RFM Analysis is one of the prominent ways to know more about your loyal customers and their frequency. It would help if you first created a table to examine client data based on recency, Frequency, and monetary worth. Commence by referring to the date of their most recent purchase. Once you’ve determined what you consider current, choose a date far enough from the past to be certain that any purchases made before that point would be regarded as from “old” consumers.

Next, look at how frequently people are making purchases from you. How often do people purchase the goods you are selling? Create distinct categories for various frequency levels if this number varies among your clients.

Last but not least, consider the total amount of money your customers spend on each purchase or over time. Once more, this may differ across your consumers. Therefore you should establish several groups according to the proportion of sales each group accounts for.

Customer Segmentation Using RFM Analysis

RFM Limitations: What Should You Avert?

RFM Analysis is a potent tool for segmenting your consumer base and locating individuals most inclined to repurchase from you. But to avoid misunderstandings or to make bad choices, you need to be aware of its limitations.

For instance, a customer may not be near to making another purchase if a high recency score is predicated on a single transaction. The importance of recency only rises as a consumer makes more purchases; in other words, the recency score is more accurate the more recent the transactions are.

Similarly, comparing clients with various purchase patterns would be challenging if recency is determined by the “weeks since the last transaction.” If customers typically make purchases every six months, and Customers A and B made purchases two and four weeks ago, respectively, they would both have the same score, which wouldn’t reveal much about their propensity to make further purchases.


In the end, RFM is one of the best marketing strategies to use if your objective is to turn more leads into paying clients.

We can set up Recency, Frequency, and Monetary campaigns in various ways. Knowing how to do so will greatly increase your chances of increasing sales and enhancing your financial position. This will help you get closer to the ultimate objective of all marketers, which is to attract more customers. But only you have the power to act on it and carry out such ideas.

By using RFM segmentation, you can examine the customer data at your disposal. You can also see how you can break down it into various categories. This is crucial for developing a product marketing strategy.

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