Loyalty
Loyalty in the Marketing area (Growth) — route /marketing/loyalty.
Loyalty lives in the Marketing area of the dashboard, under Growth.
At a glance#
| Dashboard route | /marketing/loyalty |
| Area | Marketing (marketing) |
| Group | Growth |
| Platforms | Available for every app platform. |
What it does#
Loyalty segments your users into RFM buckets — recency, frequency and monetary value combined — each with its own meaning:
| Bucket | Who they are |
|---|---|
| Champions | Recent and engaged — your best customers. |
| Loyal | Active regulars. |
| At risk | Were valuable, going quiet. |
| Dormant | Not recently active. |
Each bucket links through to the people in it, so you can act on it.
When to use it#
For deciding where to spend attention. RFM has been the standard segmentation in retail for decades because it works: recency predicts whether someone will buy again better than almost anything else, and combining it with frequency and value produces groups that genuinely behave differently.
The most valuable bucket is at risk. Champions do not need your marketing budget; at-risk customers are the ones where an intervention still changes the outcome.
Workflow#
Start with at-risk
Highest return per effort. These were good customers and have not gone yet.
Leave champions alone, mostly
Discounting to people already buying at full price costs you money. Ask them for referrals and reviews instead.
Do not spend heavily on dormant
Reactivation is the hardest and lowest-yield segment. One cheap attempt, then stop.
Act through automations, not manually
Bucket membership changes continuously. Wire the treatment to the bucket via Automations rather than sending manually each month.
Permissions and prerequisites#
Requires revenue events for the monetary dimension, and identified users. Without revenue, RFM degrades to recency and frequency only.
Limits and edge cases#
Bucket membership moves on its own as recency changes. A list exported today is stale next week.
Monetary value needs revenue attribution. Unattributed revenue does not raise anyone's score.
Not suitable for products without repeat purchase. RFM assumes a purchase cadence exists.
Troubleshooting#
Everyone is dormant. Recency thresholds are too tight for your product's natural usage interval, or events stopped arriving.
Monetary values are all zero. Revenue is not linked to identified users — see Revenue attribution.
Champions bucket is empty. Either genuinely no repeat high-value customers, or purchases are not being attributed to people.
Where the data comes from#
Served by
Growth