Each customer gets three scores from 1 to 5, with 5 the best.
| Score | Measures | Good means |
|---|---|---|
| R Recency | Days since the last order | Bought lately |
| F Frequency | Number of orders | Buys often |
| M Monetary | Total spent, after refunds by default | Spends a lot |
By default the scores are quintiles of your own store: customers are split into five equal groups for each measure. Ties stay together. Most stores have many one time buyers, so one order often scores F1 and two orders jump to F4. That is expected. The settings show the breakpoints in use.
Fixed thresholds are the other method: you set the numbers. They suit stores with long buying cycles or a small customer base, where quintiles move a lot with each order.
