RFM and LTV for offline businesses: reading your customer base

Online stores have lived by RFM for years. Offline businesses can too — once visits and purchases land on a single profile.

The three signals

• Recency: how long since the last visit. The single best churn predictor.
• Frequency: how often someone comes in over a period.
• Monetary / LTV: total value, and a forecast of value to come.

Score every customer on these and your base sorts itself: champions to reward, regulars to nurture, and lapsing guests to win back before they're gone for good. oneCDP computes RFM and LTV automatically as data flows in, so the segments are ready to act on.