The Customers

12 customers, 12 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.

Priya

ChampionPlatinum

Buys across the full range, month after month

Moves Spend per activeJourney →

Daniel

Loyal HabitualSilver

Reliable monthly shop, moderate basket

Moves Purchase frequencyJourney →

Sofia

Single-Category LoyalistSilver

Buys skincare weekly, never touches the rest of the range

Moves Category breadthJourney →

Marcus

Rising CustomerBronze

Joined recently, buying more often each week

Moves Purchase frequencyJourney →

Elena

At-RiskSilver

A monthly regular who has gone quiet

Moves Active customersJourney →

Tomasz

HibernatingBronze

Was a regular, has not bought in months

Moves Active customersJourney →

Aisha

New / OnboardingBronze

Just registered, finding a routine

Moves First-purchase conversionJourney →

Grace

ReactivatedSilver

Bought again after months away

Moves Active customersJourney →

Liam

ProspectPre-play

Signed up, has not made a first purchase

Moves First-purchase conversionJourney →

Rosa

Deal-DrivenBronze

Only buys when there is a big sale on

Moves Spend per activeJourney →

Ben

Casual / Low-engagementDormant

Buys now and then, no clear pattern

Moves Purchase frequencyJourney →

Hannah

SubscriberOff-grid

Monthly essentials on an auto-renewing subscription

Moves Active customersJourney →