How to use RFM scoring to build customer loyalty

THE RFM score (Recency, Frequency, Amount) is an indicator integrated into Jewely that automatically evaluates the value and engagement of each customer, to target your loyalty actions.

What is the RFM score?

The RFM score combines three criteria:

• Recent : date of last purchase — the more recent, the better.
• Frequency : number of purchases over the analyzed period.
• Amount : total revenue spent by the customer.

Each criterion is scored and combined into an overall score out of 5 points.

1. View a client's RFM score

Open the customer record from Customers > Customer file. The RFM score is displayed in the summary section, calculated on 1 year, 2 years or 3 years depending on the chosen period.

2. View scores via customer statistics

In Statistics > Customers, A table lists all your customers with their respective RFM score, number of sales, cumulative revenue, and outstanding balances. Use this table to identify:

• VIP Clients (high score): to be pampered as a priority.
• Customers to re-engage (low score but historical presence): to be revived.
• New customers : to build loyalty from the very first purchase.

3. Leverage RFM for your marketing efforts

Filter customers by RFM score from the advanced search and export the list to feed your email, SMS or mail campaigns (in compliance with recorded GDPR consents).