Segments and scores

RFM segments explained

What each segment means in plain language, and which customers land in it.

Every customer in your store is automatically slotted into one of ten research-backed segments. Here is what each one means and what you should typically do about them:

Segment	What it means	Recommended action
Champions	Bought recently, frequently, and high value	Reward, upsell, ask for referrals
Loyal Customers	Spend good money, often, and consistently	Cross-sell, surface new collections
Potential Loyalists	Recent customers with above-average spend	Nurture with welcome sequence
New Customers	Just made their first or second order	Welcome series, build the habit
Potential Loyalists	Recent shoppers, not yet repeat	Educational content, soft upsell
Needs Attention	Above-average recency, frequency dropping	Limited-time offer
Needs Attention	Below-average recency, declining	Re-engagement campaign
At Risk	Used to spend a lot, gone quiet	Personalised win-back
High Value	Highest historical spenders, now silent	VIP win-back, direct outreach
Hibernating	Low recency, low frequency, low value	One reactivation attempt, then archive
Lost	Long-gone, unlikely to return	Exclude from active campaigns

Where to find segments: In the Miko admin, go to Segments. Click any segment to see the customers in it. Click any customer to see their individual scores and history.