This is a segment of the RFM analysis (recency, frequency, and monetary value). It groups customers who score very high on frequency and spending but have low recency: their last purchase was quite some time ago.

Often, these are former "Champion Customers" or loyal customers who, for some reason, stopped buying.

Why does it matter?

Each customer in this group represents significant historical value. If they leave, the impact on sales is greater than that of losing a casual customer.

Just because they aren't buying doesn't mean they've left for good. They may be shopping at another store, may have had a bad experience, or may simply need a reason. That's why this segment requires special attention—more personalized and responsive than a mass marketing campaign.

Story mode

For two years, Ricardo was one of the best customers at an online sports store: he bought gear for his family and shopped there every month. He hasn't been back in four months.

Instead of including it in the general shipment, the store messages him on WhatsApp to ask how his last purchase went and show him new items in the categories he buys most often. Ricardo says his last order arrived late. The store resolves the issue, and he makes another purchase.

How to Use It with Data4Sales

In Data4Sales, this segment appears in your RFM segments, which are updated daily. With this, you can:

• Cross-reference it with the churn probability to prioritize who to contact first.
• Review each customer's 360° profile to understand what they purchased and through which channel.
• Activate a reactivation flow with messages written by Orbis Creative for each client.
• Respond to their inquiries from the omnichannel inbox, with Orbis Support routing complex cases to your team.

Related terms

• RFM
• Customer at risk
• Customer Champions
• Churn Probability