Customer Segments
RFM segmentation analysis of 6,605 customers
Each customer receives a score (1-5) on three dimensions:
Recency (R)
How recently did they purchase? Higher = more recent
Frequency (F)
How often do they buy? Higher = more frequent
Monetary (M)
How much do they spend? Higher = more valuable
R≥4, F≥4, M≥4 — Best customers, highest value
R≥4, F≥3, M≥3 — Consistent purchasers
R≤2, F≥3, M≥3 — Declining engagement
Recent first purchase — Need nurturing
R≤2, F≤2 — Long-term inactive
959 Champions generate 70.8% of all revenue.
This extreme concentration means protecting Champions is existential. Losing even 10% of Champions would be catastrophic.
Implication:
Every customer touchpoint with a Champion should be treated as a retention moment. Champions should never feel ignored or undervalued.
5,504 customers (83.3%) are no longer active.
The "Lost" segment alone contains 3,504 customers. These are customers who once bought from Inveragro and stopped.
The question is not "why didn't we get more customers?"
It's "why did we lose the ones we had?"