Segment-Specific Strategies

• Champions RFM segment (4% of total): Implement VIP service for this high-value group. Retention is critical.

• High-Spend customers: Improve delivery speed (currently slow) and service quality to reduce critic complaints.

• Low-Spend customers: Encourage higher AOV through cross-category discounts.

• Fast repeat purchasers: Enhance post-purchase experience to maintain their engagement.

• Seasonal buyers (“Quarterly” segment): Send targeted reminders before peak seasons.

• Promoters: Leverage their positive ratings to drive repeat purchases through tailored incentives.

• Critics: Focus on logistics and service improvements - their high spending makes them valuable if issues are resolved.