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# What are the RFM_Group and RFM_Segment fields and what are they for?

The Icomm omnichannel masterdata profile includes the RFM_Group and RFM_Segment fields. These fields are designed to group customers into 4 main groups (RFM_Group) and 15 more specific segments (RFM_Segment), based on their purchasing behavior. 

Using this data, the platform facilitates customer segmentation and allows the development of more effective and personalized marketing actions.

## Diagram of the RFM segments:

![](https://storage.crisp.chat/users/helpdesk/website/e4b41ef8ae96c800/image-59_1izubcd.png)

## What are RFM_Group and RFM_Segment?

### RFM_Group

RFM_Group is the main grouper, based mainly on purchase frequency. Divide customers into four categories:

**1. BEGINNERS**: Buyers with F=1, that is, initial buyers or buyers with low purchasing frequency.
**2. FREQUENT**: Buyers with F=2/3, representing an average purchase frequency.
**3. LOYAL**: Buyers with F=4/5, indicating a high purchasing frequency.
**4. PROSPECTS**: Users who have not yet made a purchase.

### RFM_Segment

**RFM_Segment** is a more granular secondary stitcher that divides the above groups into 16 segments. Each segment has specific characteristics based on the recency, frequency and monetary value of purchases.

## Detail of the segments and recommended strategies

**1. BEGINNERS_NEEDS_ATTENTION**
It is a segment of beginner buyers that requires attention. These customers have purchased a moderate amount of time ago (medium recency), only once (low frequency), and their monetary value may vary.

**Recommendations:**
• Follow-up emails: Send follow-up emails with incentives for the second purchase.
• Survey Discounts: Offer discounts or rewards for completing a survey about your experience.

**2. BEGINNERS_LOSE_IT**
They are first-time buyers who are missing out. They have bought a long time ago (low recency), only once (low frequency) and spent little (low monetary value).

**Recommendations:**
• Reactivation emails: Send reactivation emails with exclusive offers.
• Limited-time discounts: Offer limited-time discounts to encourage a new purchase.

**3. BEGINNERS_HIBERNATING**
 Beginner buyers in hibernation. They have bought a long time ago (low recency), only once (low frequency) but they spent a lot (high monetary value).
  
**Recommendations:**
• Personalized recommendations: Send personalized emails with product recommendations based on your previous purchase.
• Loyalty programs: Offer loyalty programs to retain these valuable customers.

**4. BEGINNERS_PROMISING**
They are promising beginner buyers. They have purchased recently (high recency), only once (low frequency), and spent little (low monetary value).
  
**Recommendations:**
• Thank you emails: Send thank you emails and product suggestions.
• Discounts for next purchase: Offer discounts on your next purchase to encourage repeat purchases.

**5. BEGINNERS_POTENTIAL_VIP**
Beginner buyers with VIP potential. They have bought recently (high recency), only once (low frequency) but spent a lot (high monetary value).

 **Recommendations:**
• Loyalty programs: Offer loyalty programs or VIP memberships.
• Highlight premium products: Send personalized emails highlighting premium products.

**6. FREQUENT_NEEDS_ATTENTION**
Segment of frequent buyers who require attention. These customers have purchased a moderate amount of time ago (medium recency), with moderate frequency (F=2-3) and their monetary value varies.

 **Recommendations:**
• Follow-up emails: Send follow-up emails with product recommendations.
• Exclusive discounts: Offer exclusive discounts for a limited time.

**7. FREQUENT_HIBERNATING**
Frequent buyers in hibernation. It means that they have bought a long time ago (low recency), with moderate frequency (F=2-3) and their monetary value varies.

**Recommendations:**
• Reactivation emails: Send reactivation emails with exclusive offers.
• Custom Campaigns: Create custom campaigns to keep them interested.

**8. FREQUENT_PROMISING**
Frequent and promising buyers. They have purchased recently (high recency), with moderate frequency (F=2-3) and low monetary value.

**Recommendations:**
• Progressive discounts: Offer progressive discounts for increased spending.
• Product recommendations: Send recommendations for complementary products.
 
**9. FREQUENT_POTENTIAL_VIP**
They are frequent buyers with VIP potential. They have purchased recently (high recency), with moderate frequency (F=2-3) and high monetary value.

**Recommendations:**
• VIP Programs: Offer exclusive VIP or loyalty programs.
• High-end products: Send recommendations of high-end products.

**10. LOYAL_NEEDS_ATTENTION**
It is a segment of loyal buyers who require attention. They have purchased a moderate amount of time ago (medium recency), with high frequency (F=4-5) and their monetary value varies.

**Recommendations:**
• Thank you emails: Send thank you emails and product recommendations.
• Exclusive discounts: Offer exclusive discounts for future purchases.

**11. LOYAL_AT_RISK**
They are loyal buyers at risk. They have bought a long time ago (low recency), with high frequency (F=4-5) and low monetary value.

**Recommendations:**
• Reactivation emails: Send reactivation emails with exclusive offers.
• Incentives for increased spending: Offer incentives for increased spending, such as volume discounts.

**12. LOYAL_PROMISING**
Loyal and promising buyers. They have purchased recently (high recency), with high frequency (F=4-5) and low monetary value.

** Recommendations:**
• Loyalty promotions: Offer loyalty promotions.
• Product recommendations: Send complementary product recommendations to increase the average ticket.

**13. LOYAL_CANT_LOSE**
These are loyal buyers who cannot be missed. They have bought a long time ago (low recency), with high frequency (F=4-5) and high monetary value.

**Recommendations:**
• Exclusive benefits: Offer exclusive benefits such as early access to new products.
• VIP Offers: Send personalized emails with VIP offers.

**14. LOYAL_VIP**
Loyal VIP buyers. They have purchased recently (high recency), with high frequency (F=4-5) and high monetary value.

**Recommendations:**
• VIP Memberships: Offer VIP memberships or exclusive loyalty programs.
• Premium products: Send personalized emails highlighting premium products.

**15. PROSPECTS**
 They are potential customers who have not yet made a significant purchase. They are new to the database and have not shown a clear pattern of behavior.

** Recommendations:**
• Welcome emails: Send welcome emails and first purchase incentives.
• Trial promotions: Offer trial promotions and newsletter subscriptions.

The RFM_Group and RFM_Segment fields provide valuable data to segment and better understand customers. This information allows us to develop more effective and personalized strategies, improving customer retention and increasing customer lifecycle value.