Meermin RFM Dashboard

Score	US / EU / INT	UK*
R = 5	0–180 days	0–90 days
R = 4	181–365 days	91–180 days
R = 3	366–730 days	181–270 days
R = 2	731–1095 days	271–365 days
R = 1	1096+ days (3+ yr)	366+ days

Score

US / EU / INT

UK*

R = 5

0–180 days

0–90 days

R = 4

181–365 days

91–180 days

R = 3

366–730 days

181–270 days

R = 2

731–1095 days

271–365 days

R = 1

1096+ days (3+ yr)

366+ days

Score	Range	Population
F = 1	1 order	~50% of base
F = 2	2 orders	2nd-purchase milestone
F = 3	3–4 orders	~90th percentile
F = 4	5–9 orders	top 5% — true repeat
F = 5	10+ orders	<1% — VIP frequency

Score

Range

Population

F = 1

1 order

~50% of base

F = 2

2 orders

2nd-purchase milestone

F = 3

3–4 orders

~90th percentile

F = 4

5–9 orders

top 5% — true repeat

F = 5

10+ orders

<1% — VIP frequency

Score	US (USD)	EU (EUR)	INT (USD)	UK (GBP)
M = 1	<$100	<€100	<$150	<£100
M = 2	$100–250	€100–250	$150–300	£100–200
M = 3	$251–500	€251–500	$301–600	£201–400
M = 4	$501–1000	€501–1000	$601–1200	£401–800
M = 5	$1000+	€1000+	$1200+	£801+

Score

US (USD)

EU (EUR)

INT (USD)

UK (GBP)

M = 1

<$100

<€100

<$150

<£100

M = 2

$100–250

€100–250

$150–300

£100–200

M = 3

$251–500

€251–500

$301–600

£201–400

M = 4

$501–1000

€501–1000

$601–1200

£401–800

M = 5

$1000+

€1000+

$1200+

£801+

#	Segment	Rule	Marketing action
1	Champions	R ≥ 4 AND F ≥ 4 AND M ≥ 4	VIP early access, personal outreach. No discount — invitation-only product drops.
2	Cannot Lose Them	R ≤ 2 AND F ≥ 4 AND M ≥ 4	Highest-value lapsed customers. Personalized reactivation + strong recovery offer (15–20%).
3	At Risk - High Frequency	R ≤ 2 AND F ≥ 4	(Empty by design in luxury — fold into At Risk – High Value workflow.)
4	At Risk - High Value	R ≤ 2 AND M ≥ 4	Lapsed high spenders. Win-back focused on previously bought categories. Mid offer (10–15%).
5	Loyal Customers	R ≥ 3 AND F ≥ 3 AND M ≥ 3	Active repeat buyers. Cross-sell into adjacent categories; modest loyalty rewards.
6	New Customers	R = 5 AND F = 1	Bought first time very recently. Brand education, care guides, fit confidence. Suppress promo for 30 days.
7	Recent First-Time Buyers	R = 4 AND F = 1	Drive 2nd purchase with category cross-sell. Modest 2nd-purchase incentive.
8	Potential Loyalists	R ≥ 3 AND F ≥ 2 AND M ≥ 2	Engaged, on path to Loyal. Build-the-wardrobe content; light incentive (free shipping).
9	Promising	R = 3 AND F = 1	Bought once, 1–2 years ago. "It's been a while" reactivation with new arrivals.
10	Lapsed / Low Value	R ≤ 2 AND F ≤ 2 AND M ≤ 2	Suppression candidate. Cheap win-back tests only. Aggressive offer on low-cost channels.
11	Need Attention	(everything else)	Mid-tier, mixed signals. A/B test reactivation creatives; if no response, age into Lapsed.

The cascade order encodes priority: a customer matching both Champions and Loyal Customers (rules 1 and 5) is assigned to Champions. This is what makes the segments mutually exclusive — every (R, F, M) combination resolves to exactly one segment.

Meermin RFM Dashboard

Customers by Segment

Lifetime Revenue by Segment

Recency Score Distribution

Frequency Score Distribution

Monetary Score Distribution

Segment-Level Detail (click column headers to sort)

Recency (days since last order)

Frequency (lifetime orders)

Monetary (lifetime spend)