In Repeat Customer Insights there are a few insights you can pickup by comparing the Recency-Frequency (RF) Grids.
The segments to the top right are the best for repeat customers, the ones to the bottom left are the worst.
If segments to the right are increasing (higher Frequency), that's a sign that new customers are coming back and becoming more loyal.
If segments in the top three rows are increasing (higher Recency), that shows customers being responsive and reordering.
If segments to the bottom (lower Recency) are increasing, that's a sign that customers aren't buying again and might be defecting. If it's the bottom left, those are customers who haven't purchased that much. If it's the bottom right, those are loyal customers defecting.
Comparing two grids will show you how the customer flows shifted. Especially comparing grids 3, 6, or 12 months apart or at the start/end of a busy period (e.g. winter shopping).
Eric Davis
Segment your customers automatically with RFM
Segmenting your customers has always been touted as a powerful marketing tool but many stores avoid it because it can be time-consuming.
Repeat Customer Insights will automatically segment your entire customer base for you based on the valuable data Shopify has already collected for you. Ranging from 5 to 30 to over 125+ different segments using RFM and other models, you can pick how much power you want to harness.