How does it work?
Give each customer a score from 1 to 5 on each letter, for example by splitting your customers into five equal groups by last visit date, number of visits and total spend. Then read the combinations:
- 5-5-5: your champions. Thank them, give them a VIP level.
- High F and M, low R: good regulars who haven’t come lately. Contact them first.
- High R, low F: new customers. Help them come a second time.
Why does it matter for a shop?
It turns a list of names into decisions: who to thank, who to remind, who to welcome. For a small shop, even a rough version in a spreadsheet beats sending the same message to everyone.
How does Fidelia handle it?
Fidelia doesn’t calculate an RFM score, but it records what you need. Each customer’s page shows their last visit, lifetime stamps and completed cards; with Pro, the CSV export gives you every customer and every transaction to sort in a spreadsheet. For the most common case, customers who have drifted away, Messages and E-mails have a ready-made “not seen in 30 days” audience, and VIP tiers reward your best customers automatically.