Vivre: RFM segmentation lifting Potential Loyalists into Loyal Customers

The Challenge

With a sizeable logged-user database, Vivre needed a way to actively segment customers and communicate with them more effectively. Without RFM segmentation, the brand couldn't differentiate behavior tiers, couldn't run targeted lifecycle campaigns, and couldn't measure consistent objectives across the channels it already used.

• Large logged-user base with no behavioral segmentation in place
• No unified RFM view across web and app environments
• Inability to deliver consistent messaging across Direct Marketing, Social Display and Google Display
• Higher churn risk on Potential Loyalists vs. Loyal Customers
• Limited visibility into user status changes inside analytics platforms
• Needed a single source of truth in the database to measure campaign impact

Our Approach

We implemented RFM (Recency, Frequency, Monetary) segmentation on Vivre's logged-user base and activated it across the brand's full marketing stack.

1. Built RFM segments in the database for logged users, enabling cross-platform follow-through on web and app.
2. Defined a priority lifecycle use case: move Potential Loyalists (higher churn, lower conversion) into the Loyal Customers tier (higher conversion, lower churn).
3. Synchronized segments across Direct Marketing (email and push notifications), Social Display and Google Display, ensuring one consistent message per user across channels.
4. Measured campaign objectives directly in the database, capturing user status transitions that aren't visible inside standard analytics platforms.