There are lots of tactics for building customer loyalty. The first step missed by stores is identifying who your best customers. That’s required so you can tailor your plans to getting more of those types of customers.
What I like about RFM is how well it scales to small and large store. They work on stores with hundreds of customers and stores with millions of customers.
Much of the advice for the different segments stay the same too, the main difference is how many segments you look at. Only a couple hundred customers, use five or so segments and group similar ones (like in Automatic Segments). Millions of customers? Use the full 125 segments provided by RFM.
You can even modify how many segments are in each component of RFM. The app uses five per component but you can use as little as three (for 27 segments) or as many as ten (1,000 segments) if you want to run it yourself.
Five RFM segments makes the most sense though: best, better, average, below-average, and worst.
Once you identify your best customers and who has potential, then the different loyalty tactics can start paying off.
Use cohorts to find out who the best customers are in your Shopify store
Repeat Customer Insights will automatically group your customers into cohorts based on when they first purchased. This will let you see how the date customers bought would impact their behavior.