Customer Segmentation Dashboard

RFM Analysis & Strategic Insights (Based on Core Dataset)
Total Customers
4,338
Active customer base
Total Revenue
£8.91M
Lifetime value tracked
Avg Order Value
£481
Per transaction (Overall)
VIP Customers
716
Top tier segment (16.5%)

Segment Overview & Distribution

VIP
High value, frequent buyers
£5.78M revenue
716 customers (64.9% rev share)
Needs Attention
At-risk, requires intervention
£2.11M revenue
1,173 customers (23.7% rev share)
Promising
Growing engagement & potential
£461K revenue
837 customers (5.2% rev share)
Hibernating
Dormant, win-back opportunity
£553K revenue
1,612 customers (6.2% rev share)
Revenue Distribution
65%
24%
5%
6%
Customer Volume
17%
27%
19%
37%

Strategic Insights

VIP Focus
Just 716 VIP customers generate nearly 65% of the £8.9M lifetime total. Retention of this cohort is critical.
Growth Opportunity
The “Needs Attention” segment holds over £2.1M in historical value. Targeted intervention could shift them to VIP.
Promising Conversion
837 promising buyers are currently active. Introducing loyalty incentives will push their frequency higher.
At-Risk Volume
While only accounting for 6.2% of revenue, the 1,612 hibernating users represent a massive pool for automated win-back campaigns.

Top 15 Customers by Revenue

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#Customer IDSegmentRevenueOrdersAvg OrderRecency
1#14646VIP£280,20673£3,8382d · Active
2#18102VIP£259,65760£4,3281d · Active
3#17450VIP£194,55146£4,2298d · Active
4#16446VIP£168,4722£84,2361d · Active
5#14911VIP£143,825201£7161d · Active
6#12415VIP£124,91521£5,94824d · Recent
7#14156VIP£117,38055£2,13410d · Active
8#17511VIP£91,06231£2,9373d · Active
9#16029VIP£81,02563£1,28639d · Recent
10#16684VIP£66,65428£2,3804d · Active
11#14096VIP£65,16517£3,8334d · Active
12#13694VIP£65,04050£1,3014d · Active
13#15311VIP£60,76891£6681d · Active
14#13089VIP£58,82697£6063d · Active
15#17949VIP£58,51045£1,3001d · Active