Every customer in your store is automatically slotted into one of ten segments. Each customer is ranked from 1 to 5 on recency (R), frequency (F) and monetary value (M) against the rest of your customers, and the combination decides the segment. Here is what each one means and what you should typically do about them.
Where to find it
How to set it up
Run a sync
Go to Settings and click Sync all customers now. Segments are recalculated on every full sync.
Open a segment
Go to Segments and click View customers in this segment.
Follow the playbook
Read What Miko AI recommends for this group, then create a discount or a campaign from the same page.
Options
A customer lands in the first segment whose rule they match, in this order. Scores run from 1 to 5, where 5 is best (for recency, 5 means they ordered most recently).
| Segment | What it means | Recommended action |
|---|---|---|
| Champions | Bought recently, frequently, and high value. Rule: R, F and M all 4 or more. | Reward with early access, a loyalty perk and a personal thank you |
| Loyal Customers | Recent customers who buy regularly. Rule: R 4+, F 3+. | Introduce higher value products, invite them into a loyalty program |
| Potential Loyalists | Recent shoppers, not yet repeat. Rule: R 4+, F 2 or less. | Second-purchase offer within 30 days, related products |
| Active Buyers | Steady, engaged customers in good standing. Rule: R, F and M all 3 or more. | Helpful content and a milestone reward |
| At Risk | Used to buy regularly, gone quiet. Rule: R 2 or less, F 3+. | Personalized win-back with a time-limited offer |
| Needs Attention | Below-average recency, activity fading. Rule: R 2 or less, F 2+, M 2+. | Friendly check-in with a small incentive |
| Lost | Long-gone, unlikely to return. Rule: R 1 and F 1. | One strong win-back offer, then move to a low-frequency list |
| High Value | Strong overall scores that fit none of the patterns above. Rule: Average of R, F and M is 4+. | VIP treatment and a personal thank you |
| Average | Dependable customers who are neither top nor at risk. Rule: Average of R, F and M is 2.5+. | Recommendations and bundles to raise order value |
| Low Engagement | Low recency, low frequency, low value. Rule: Everyone else. | One low-cost reactivation test before investing more |
Each segment’s explanation and recommended action is a written playbook built into the app, the same for every store. Scores are relative to your own customers, so a customer can move segment when your customer base changes, even if they did nothing. See A customer’s RFM score looks wrong.
Example
A customer who ordered last week (R 5), has more orders than most of your customers (F 4) and sits in your top fifth by spend (M 5) is a Champion. If the same customer then goes quiet for months, their recency falls to 2 and the next full sync moves them into At Risk.
Plan required
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