There's no single loyalty metric so you're forced to figure out which works best for your store.
For the longest time Repeat Customer Insights has used RFM to measure loyalty, but even within RFM there are different metrics. Raw Frequency? 2-D intersections? 3-D intersections? Modified Frequency? Tripwires? Custom grading algorithm?
It can get complicated to figure out who are loyal customers.
That's why I built the new Who Are Loyal Focus page. It unites those analyses (and a new one) but more importantly, it adds advice on how to use each metric.
That way you can see who it says are loyal, know why they are considered loyal, and get advice on how to reach them. No data scientist required.
It doesn't matter what you sell or the size of your store. Understanding and reaching your loyal customers is going to become more vital and a requirement to your future success.
You should start before your acquisition well runs dry.
Eric Davis
How do your products determine customer behavior
In Repeat Customer Insights the Customer First Product analysis will measure customer behavior based on the products each customer first ordered.