{"id":18707,"date":"2023-01-09T11:06:34","date_gmt":"2023-01-09T10:06:34","guid":{"rendered":"https:\/\/trilogi.com\/blog\/rfm-analysis-how-to-increase-repeat-purchases-in-your-ecommerce-with\/"},"modified":"2026-10-23T18:29:04","modified_gmt":"2026-10-23T16:29:04","slug":"rfm-analysis-how-to-increase-repeat-purchases-in-your-ecommerce-with","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/rfm-analysis-how-to-increase-repeat-purchases-in-your-ecommerce-with\/","title":{"rendered":"RFM analysis: how to increase repeat purchases in your eCommerce with Connectif"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">As you know, the marketing world faces a major challenge: the new cookieless era, with Google phasing out third-party cookies.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-vimeo wp-block-embed-vimeo\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"An\u00e1lisis RFM: \u00bfC\u00f3mo aumentar la recurrencia de los clientes de tu eCommerce con Connectif?\" src=\"https:\/\/player.vimeo.com\/video\/787512118?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">How should we tackle this challenge?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this new paradigm, First Party Data becomes a real opportunity to make the most of this new reality, where concepts such as Artificial Intelligence and Big Data come into play. In this context, having <a href=\"https:\/\/trilogi.com\/blog\/en\/what-is-marketing-automation-in-ecommerce\/\">Marketing Automation<\/a> tools such as Connectif is more important than ever.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Integrating Marketing Automation into eCommerce covers many strategies and benefits that improve the user experience and the relationship with the brand. Through an advanced segmentation technique based on Data First \u2014 the smart use of our own data obtained through our website, CRM or social media \u2014 we can deliver far more personalized experiences that add value to our marketing actions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here we\u2019ll look at a versatile segmentation system that lets eCommerce businesses target their strategies at specific segments, gain impact and increase profitability: Connectif\u2019s RFM analysis.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What is RFM analysis?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The RFM model (Recency, Frequency, Monetary) lets us identify customers of high strategic value and group them usefully based on three parameters:<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\">\n<li>Purchase recency: days since the last purchase.<\/li>\n\n\n\n<li>Purchase frequency: number of purchases in a given period.<\/li>\n\n\n\n<li>Purchase value: total value of purchases made during the analysis period.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">The idea, then, is to segment customers based on when they last purchased, how often they buy and how much they have spent overall. This helps us better understand how our customer base behaves, and the better we know it, the more we can tailor our message and get better results.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This data analysis technique is based on a ranking in which each customer is given a score from 1 to 5 for each of the three RFM parameters. The most profitable, highest-value customers for the business will score 555, and the least profitable 111.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to build a strategy based on Data First and the RFM model: a practical case<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s apply this strategy to a practical case, such as a pet food eCommerce store.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Defining the goal<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As with any marketing strategy, we set a goal, which in this case is to build customer loyalty by turning customers into Membership Club subscribers and thereby increase repeat purchases.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Based on the RFM model provided by Connectif, we can distinguish 11 customer segments by value, ranked from 1 (Champions) to 11 (Lost) according to profitability.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our aim is for them to move up the ranking until they reach the target customer level.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine we have a group of users currently in segment 9 (Cannot Lose Them): customers at risk of churning because they used to make large, frequent purchases but haven\u2019t bought from the store in a long time. Our goal is to retain them so they come back to buy from our eCommerce rather than going to the competition. To do so, we\u2019ll take the following actions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Actions<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thanks to First Party Data, we know this group of customers used to buy a brand we carry exclusively for their pet. We\u2019ll send them an email featuring the products we stock from this brand, for which we are the sole distributor in the country. We also offer 24-hour delivery to the shipping addresses they used in previous purchases, so we can remind them of this benefit too.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After this touchpoint, some users came back to the store, viewed several products but ended up buying a lower-value item than in previous purchases. They have moved up the ranking to level 5 (Promising).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, we want to win back this group of customers and get them making large purchases again as they used to. So, using all the information we have on their purchase history, their usual average basket and their behavior on the website, we can send them a personalized discount code with specific conditions \u2014 for example, valid for 72 hours to create a sense of urgency, and only applicable to purchases above a minimum amount that suits us.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Follow-up<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A week later, we see that most users have bought again, used the discount code and significantly increased their average basket. They are now at level 3 (Potential Loyalist). Since our overall goal was to sign up as many customers as possible to the Membership, now is the perfect time to offer them our loyalty program. This time, when they return to our eCommerce, we\u2019ll show them a popup inviting them to join the club. If they click, we\u2019ll take them to a landing page with all the information, benefits, brand discounts, free samples, exclusive codes and a sign-up form. If they don\u2019t register within 72 hours, we\u2019ll send them a reminder email.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>4. Result<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the end, many of the users we were at risk of losing have signed up as members of our eCommerce club and become loyal customers. Thanks to this segmentation based on Data First and Connectif\u2019s RFM model analysis, we have built a complete funnel with a personalized, unique strategy for this user segment.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"1029\" height=\"446\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/microsoftteams-image-18.png\" alt=\"RFM Connectif\" class=\"wp-image-15976\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/microsoftteams-image-18.png 1029w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/microsoftteams-image-18-300x130.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/microsoftteams-image-18-768x333.png 768w\" sizes=\"(max-width: 1029px) 100vw, 1029px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">By using Data First and Connectif as our marketing automation tool, we work with our own customer data and don\u2019t depend on investing in other platforms to reach our audience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As you know, the marketing world faces a major challenge: the new cookieless era, with Google phasing out third-party cookies. How should we tackle this challenge? In this new paradigm, First Party Data becomes a real opportunity to make the most of this new reality, where concepts such as Artificial Intelligence and Big Data come [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":15981,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2507],"tags":[1751,2327,1763,1785],"class_list":["post-18707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing","tag-ecommerce","tag-marketing-automation","tag-online-marketing","tag-online-store"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RFM analysis: how to increase repeat purchases in your eCommerce with Connectif | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"With Connectif\u2019s RFM model we identify high-value customers and increase their repeat purchases. Find out how to do it!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trilogi.com\/blog\/en\/rfm-analysis-how-to-increase-repeat-purchases-in-your-ecommerce-with\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RFM analysis: how to increase repeat purchases in your eCommerce with Connectif | Blog Trilogi \u2013 The Digital Agency\" \/>\n<meta property=\"og:description\" content=\"With Connectif\u2019s RFM model we identify high-value customers and increase their repeat purchases. 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