How DTC Brands Use RFM Analysis for Segmentation

The DTC Marketing Podcast with Fexingo: Direct-to-Consumer Brands, Shopify, and E-Commerce Growth · Jun 18, 2026 · 8m · transcript

In this episode of The DTC Marketing Podcast, Lucas and Luna dive into RFM (Recency, Frequency, Monetary) analysis as a powerful segmentation tool for direct-to-consumer brands. They explore how brands like Adore Me use RFM to identify high-value customers and personalize marketing efforts, moving beyond basic demographics. Lucas breaks down the three components—recency, frequency, and monetary value—and explains how assigning scores 1–5 for each metric helps create actionable segments. Luna shares how one DTC brand used RFM to re-engage lapsed customers and boost repeat purchase rates by 18%…