The Customers

13 customers, 13 journeys

Each one is a segment the model produces. Open a customer to see their RFM-BT signature and walk their journey, message by message.

Jon

ChampionPlatinum

Buys across the full range, month after month

Moves Spend per activeJourney →

Annalize

Loyal HabitualSilver

Reliable monthly shop, moderate basket

Moves Purchase frequencyJourney →

Byron

Single-Category LoyalistSilver

Buys skincare weekly, never touches the rest of the range

Moves Category breadthJourney →

Khaled

Rising CustomerBronze

Joined recently, buying more often each week

Moves Purchase frequencyJourney →

Nadia

At-RiskSilver

A monthly regular who has gone quiet

Moves Active customersJourney →

Manu

HibernatingBronze

Was a regular, has not bought in months

Moves Active customersJourney →

Colleen

New / OnboardingBronze

Just registered, finding a routine

Moves First-purchase conversionJourney →

Irum

ReactivatedSilver

Bought again after months away

Moves Active customersJourney →

Luke

One-and-doneDormant

Ordered once, then went quiet

Moves First-purchase conversionJourney →

Mandhla

ProspectPre-play

Signed up, has not made a first purchase

Moves First-purchase conversionJourney →

Warrick

Deal-DrivenBronze

Only buys when there is a big sale on

Moves Spend per activeJourney →

Brian

Casual / Low-engagementDormant

Buys now and then, no clear pattern

Moves Purchase frequencyJourney →

Marco

SubscriberOff-grid

Monthly essentials on an auto-renewing subscription

Moves Active customersJourney →