Overview
The LRFM Overview provides a powerful framework for segmenting customers based on their Length, Recency, Frequency, and Monetary value. It’s designed to help teams uncover customer behavior trends, identify high-value audiences, and develop strategies that drive loyalty and retention.
Integrations Required
OMS (e.g. Shopify, Salesforce Commerce Cloud)
Sections
LRFM Summary
Breaks down how customers are scored across four core dimensions:
Length (L): Days since first purchase
Recency (R): Days since most recent purchase
Frequency (F): Purchase count over time
Monetary (M): Total spend or LTV
Customer Segmentation
Groups customers into actionable segments using LRFM scores.
LRFM Segments
Provides segment-level breakdowns by:
Revenue & Customer Volume
AOV by Segment
Segment Scores
LTV by Segment
LTV & LTO Distribution
Shows how Lifetime Value (LTV) and Lifetime Orders (LTO) are distributed across segments.
Days Since Last Purchase
Visualizes customer dormancy by segment.
LTV Windows
Summarizes customer performance metrics across different windows:
First Order AOV
Avg 30/60/90 Day AOV
Avg 30/60/90 Day LTV