Finding Your Most Loyal Customers, The VIPs


The RFM analysis that I use with Repeat Customer Insights gives each customer three scores from 5-to-1 based on how the customer ranks.

Customers who have all 5’s are your very best customers, what I call the VIPs. These are customers who have ordered recently, have placed the most orders, and have spent the most over their lifetime.

When you’re wanting to know who are your most loyal customers, these are them.

If they continue their buying behavior by placing more orders, they stay loyal.

If their behavior shifts any one of those factors and their score drops, that’s a sign they are losing their loyalty. This balancing is why RFM is a great measurement of customer behavior. It works with small stores, large stores, and auto-adapts to all changes in your store over-time.

These VIPs are reported on in the new Who Are Loyal focus page in my app along with other loyal segments. Even if you don’t want to do much, targeting them with your loyalty campaigns and programs will be worthwhile.

Eric Davis

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.

Install Repeat Customer Insights for Shopify

This originally appeared on the LittleStream Software Blog and is made available here to cast a wider net of discovery.
The Complete Guide To Customer Loyalty In ECommerce

The Complete Guide To Customer Loyalty In ECommerce

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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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