{"id":21060,"date":"2023-04-25T10:48:44","date_gmt":"2023-04-25T10:48:44","guid":{"rendered":"https:\/\/vibetrace.com\/?p=21060"},"modified":"2023-09-09T05:37:41","modified_gmt":"2023-09-09T05:37:41","slug":"rfm-segmentation-shopify","status":"publish","type":"post","link":"https:\/\/vibetrace.com\/ro\/rfm-segmentare-shopify\/","title":{"rendered":"Cum s\u0103 faci segmentarea RFM \u00een magazinul t\u0103u Shopify"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p>The <strong>Analiza segment\u0103rii RFM<\/strong> sa dovedit a fi una dintre cele mai provocatoare tehnici de marketing. \u00cen calitate de comerciant cu am\u0103nuntul sau agent de marketing care gestioneaz\u0103 un magazin Shopify, \u00eel pute\u021bi folosi pentru a c\u00e2\u0219tiga <strong>perspective ac\u021bionabile asupra comportamentului viitor al clien\u021bilor<\/strong>.<\/p>\n\n\n\n<p>Pute\u021bi face acest lucru prin monitorizarea valorilor din spatele abrevierei RFM, a\u0219a cum pute\u021bi vedea mai jos. Odat\u0103 ce ob\u021bine\u021bi aceste informa\u021bii, pute\u021bi \u00eencepe s\u0103 executa\u021bi <strong>campanii vizate<\/strong>, concentr\u00e2ndu-se pe <strong>stimularea v\u00e2nz\u0103rilor<\/strong>, <strong>cre\u0219terea reten\u021biei<\/strong>, \u0219i <strong>cultivarea loialit\u0103\u021bii clien\u021bilor<\/strong>.<\/p>\n\n\n\n<p>Articolul de ast\u0103zi \u00ee\u0219i propune s\u0103 v\u0103 ajute s\u0103 optimiza\u021bi eforturile de marketing pentru magazinul dvs. Shopify. V\u0103 va prezenta <strong>dou\u0103 abord\u0103ri RFM<\/strong> \u0219i <strong>trei metode de executare<\/strong> \u0219i <strong>rupe procesul<\/strong> jos. S\u0103 \u00eencepem!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ce este o analiz\u0103 RFM?<\/h2>\n\n\n\n<p>Cre\u0219terea veniturilor \u0219i cultivarea rela\u021biilor cu clien\u021bii \u00eencepe cu <strong>\u00een\u021belegerea clien\u021bilor t\u0103i<\/strong>. Odat\u0103 ce \u0219tii <strong>cine sunt cei valoro\u0219i<\/strong>, pute\u021bi r\u0103spunde la c\u00e2teva \u00eentreb\u0103ri stringente:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Unde s\u0103 concentr\u0103m eforturile de marketing?<\/li>\n\n\n\n<li>Cum s\u0103 segmentezi clien\u021bii cu accent pe valoarea de via\u021b\u0103 a clientului?<\/li>\n\n\n\n<li>Cum s\u0103 spore\u0219ti eforturile de re\u021binere a clien\u021bilor?<\/li>\n\n\n\n<li>Cum s\u0103 optimiza\u021bi investi\u021biile bugetare \u0219i s\u0103 cre\u0219te\u021bi rentabilitatea investi\u021biei?<\/li>\n<\/ul>\n\n\n<div class=\"gb-container gb-container-0d1ad9b9\"><div class=\"gb-inside-container\">\n\n<div class=\"gb-headline gb-headline-1b53429c gb-headline-text\">Ave\u021bi nevoie de ajutor cu e-commerce Analytics?<\/div>\n\n\n\n<div class=\"gb-headline gb-headline-28ab0524 gb-headline-text\">Testa\u021bi gratuit instrumentul nostru pentru a vedea cum func\u021biile noastre de analiz\u0103 a comer\u021bului electronic v\u0103 vor ajuta s\u0103 v\u0103 desf\u0103\u0219ura\u021bi campaniile de marketing \u00eentr-un mod mult mai bun.<\/div>\n\n\n<div class=\"gb-button-wrapper gb-button-wrapper-2ba3f4d1\">\n\n<a class=\"gb-button gb-button-3046ca2a gb-button-text vt-register vt-track-click\" href=\"https:\/\/vibetrace.com\/ro\/e-commerce-analitica-software\/\">Afl\u0103 mai multe<\/a>\n\n<\/div>\n<\/div><\/div>\n\n\n<p><em>Acest proces \u00eencepe cu \u00een\u021belegerea ce este RFM \u0219i cum func\u021bioneaz\u0103:<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"642\" src=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-18-1024x642.png\" alt=\"\" class=\"wp-image-21067\" srcset=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-18-1024x642.png 1024w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-18-300x188.png 300w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-18-768x482.png 768w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-18-1536x963.png 1536w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-18-2048x1284.png 2048w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-18-18x12.png 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">A. Defini\u021bia segment\u0103rii RFM<\/h3>\n\n\n\n<p>RFM v\u0103 ofer\u0103 un <strong>abordare bazat\u0103 pe date<\/strong> la eforturile de marketing. Evalueaz\u0103 semnifica\u021bia \u0219i importan\u021ba clien\u021bilor pe baza a trei aspecte:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Recent (R)<\/strong> \u2013 sau c\u00e2t de recent\u0103 este cea mai recent\u0103 achizi\u021bie a unui client. Oamenii care au cump\u0103rat recent au mai multe \u0219anse s\u0103 cumpere din nou.<\/li>\n\n\n\n<li><strong>Frecven\u021b\u0103 (F) <\/strong>&#8211;<strong> <\/strong>clien\u021bii care cump\u0103r\u0103 des sunt, f\u0103r\u0103 \u00eendoial\u0103, implica\u021bi \u0219i au \u0219anse mai mari s\u0103 revin\u0103 dac\u0103 \u00eencuraja\u021bi comportamentul de cump\u0103rare repet\u0103.<\/li>\n\n\n\n<li><strong>Valoarea monetar\u0103 (M)<\/strong> \u2013 care arat\u0103 cel mai mare cheltuitor dintre clien\u021bii t\u0103i.<\/li>\n<\/ul>\n\n\n\n<p>C\u00e2nd evaluezi clien\u021bii pe baza acestor trei dimensiuni, fiecare prime\u0219te <strong>un scor RFM<\/strong>. Apoi, pute\u021bi crea diferite segmente \u00een func\u021bie de scor \u0219i <strong>metrica care conteaz\u0103 cel mai mult<\/strong> pentru afacerea dvs. Shopify.<\/p>\n\n\n\n<p>Asta \u00eenseamn\u0103 c\u0103 dac\u0103 dori\u021bi s\u0103 face\u021bi Shopify relevant <a href=\"https:\/\/vibetrace.com\/ro\/modele-de-segmentare-client\/\" data-type=\"post\" data-id=\"22411\">segmente de clien\u021bi<\/a>, trebuie s\u0103 r\u0103spunde\u021bi la diverse \u00eentreb\u0103ri precum:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00ce\u021bi pas\u0103 cel mai mult de cei care cheltuiesc mari?<\/li>\n\n\n\n<li>Este \u00een regul\u0103 dac\u0103 oamenii cheltuiesc mai pu\u021bin, dar cump\u0103r\u0103 mai des?<\/li>\n\n\n\n<li>Ai de g\u00e2nd s\u0103 \u00eencerci s\u0103 reactivezi segmente mai reci care au cheltuit mult?<\/li>\n<\/ul>\n\n\n\n<p>Toate acestea ar putea p\u0103rea o b\u0103taie de cap, dar ofer\u0103 o metod\u0103 foarte precis\u0103, bazat\u0103 pe date <strong>crearea de segmente valoroase de clien\u021bi<\/strong>. \u0218i acesta este doar unul dintre numeroasele beneficii ale analizei RMF, a\u0219a cum vom discuta \u00een sec\u021biunea urm\u0103toare.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">B. Beneficii pentru proprietarii de magazine Shopify<\/h3>\n\n\n\n<p>Cadrul de segmentare RFM v\u0103 ajut\u0103 s\u0103 c\u00e2\u0219tiga\u021bi <strong>informa\u021bii valoroase asupra comportamentului clien\u021bilor<\/strong>. Ai nevoie de acestea din mai multe motive:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Identifica\u021bi cei mai valoro\u0219i clien\u021bi<\/strong> \u2013 cei care au cheltuit cei mai mul\u021bi bani, au f\u0103cut cele mai multe achizi\u021bii \u0219i recent. Acestea sunt cele mai fierbin\u021bi puncte ale afacerii dvs. Shopify; persoanele care ar putea fi interesate de oferte de v\u00e2nzare \u00eencruci\u0219at\u0103 \u0219i de upselling \u0219i care cel mai probabil vor continua s\u0103 cumpere.<\/li>\n\n\n\n<li><strong>Optimiza\u021bi pre\u021burile<\/strong> \u2013 odat\u0103 ce achizi\u021biona\u021bi \u0219i analiza\u021bi valoarea monetar\u0103 a comenzilor \u0219i comportamentului clien\u021bilor, v\u0103 pute\u021bi adapta pre\u021burile pentru a ob\u021bine rezultate mai bune.<\/li>\n\n\n\n<li><strong>Cre\u0219te\u021bi reten\u021bia \u0219i CLV<\/strong> \u2013 concentr\u00e2ndu-v\u0103 eforturile de marketing pe clien\u021bii potrivi\u021bi \u0219i folosind aplica\u021biile Shopify potrivite pentru a aplica diverse strategii de cre\u0219tere a reten\u021biei. Odat\u0103 ce identifica\u021bi cei mai valoro\u0219i clien\u021bi prin cadrul RFM, pute\u021bi lucra pentru a-i p\u0103stra \u0219i pentru a le cre\u0219te valoarea pe durata de via\u021b\u0103 a clien\u021bilor - o alt\u0103 m\u0103sur\u0103 crucial\u0103 pentru comer\u021bul electronic.<\/li>\n\n\n\n<li><strong>\u00cembun\u0103t\u0103\u021bi\u021bi managementul inventarului<\/strong> \u2013 Shopify v\u0103 permite s\u0103 intra\u021bi \u00een c\u00e2mpul larg \u0219i profitabil de dropshipping. Dar dac\u0103 lucra\u021bi cu un inventar \u0219i un stoc, utiliza\u021bi RFM pentru a le transforma mai repede \u0219i pentru a lua decizii mai bune pentru a ajuta la cre\u0219terea profiturilor \u0219i la reducerea suprastocului.<\/li>\n<\/ul>\n\n\n\n<p><em>Pentru a realiza acest lucru, este timpul s\u0103 face\u021bi primii pa\u0219i spre aplicarea segment\u0103rii RFM pentru clien\u021bii Shopify. Iat\u0103 cum!<\/em><\/p>\n\n\n<div class=\"gb-container gb-container-4fe8fb59\"><div class=\"gb-inside-container\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-4e3009e9\">\n<div class=\"gb-grid-column gb-grid-column-2156c324\"><div class=\"gb-container gb-container-2156c324\"><div class=\"gb-inside-container\">\n\n<p class=\"gb-headline gb-headline-becb76a4 gb-headline-text\">Iti place acest articol?<\/p>\n\n\n\n<p class=\"gb-headline gb-headline-d0253076 gb-headline-text\">Al\u0103tura\u021bi-v\u0103 buletinului nostru informativ dedicat CX for Retail!<\/p>\n\n\n<div class=\"gb-container gb-container-d5704067\"><div class=\"gb-inside-container\">\n<div class=\"wp-block-image is-style-rounded\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2022\/11\/female_avg-1024x1024.jpeg\" alt=\"\" class=\"wp-image-15727\" style=\"width:188px;height:188px\" srcset=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2022\/11\/female_avg.jpeg 1024w, https:\/\/vibetrace.com\/wp-content\/uploads\/2022\/11\/female_avg-300x300.jpeg 300w, https:\/\/vibetrace.com\/wp-content\/uploads\/2022\/11\/female_avg-150x150.jpeg 150w, https:\/\/vibetrace.com\/wp-content\/uploads\/2022\/11\/female_avg-768x768.jpeg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div><\/div>\n\n\n<p class=\"gb-headline gb-headline-ef94572a gb-headline-text\">R\u0103m\u00e2ne\u021bi conectat la ceea ce este cu adev\u0103rat important pentru a v\u0103 optimiza veniturile digitale.<\/p>\n\n\n\n<form style=\"width:100%; display:block; text-align:center; margin:0px auto 20px auto\" action=\"https:\/\/pages.vtcdn.net\/lists\/213\/2626\/0MOEaLRBEknB\/subscribe\" name=\"blue_woman\" method=\"POST\" target=\"_blank\" data-trp-original-action=\"https:\/\/pages.vtcdn.net\/lists\/213\/2626\/0MOEaLRBEknB\/subscribe\">\n<div style=\"width:100%; margin:10px 0\"><input style=\"width:100%\" type=\"text\" name=\"email\" value=\"\" placeholder=\"Adresa de e-mail\"><\/div>\n<div style=\"width:100%; margin:10px 0\"><input style=\"width:100%\" type=\"text\" name=\"firstname\" value=\"\" placeholder=\"Nume\"><\/div>\n<input type=\"hidden\" name=\"source\" value=\"blog_blue_woman\">\n<input type=\"text\" name=\"__em\" value=\"\" style=\"display:none\">\n<input type=\"text\" name=\"__email\" value=\"\" style=\"display:none\">\n<input type=\"text\" name=\"__name\" value=\"\" style=\"display:none\">\n<div class=\"gb-button-wrapper\">\n<button type=\"submit\" class=\"gb-button gb-button-text\" style=\"width:100%\">Abona\u021bi-m\u0103<\/button>\n<\/div>\n<input type=\"hidden\" name=\"trp-form-language\" value=\"ro\"\/><\/form>\n\n\n\n<p class=\"has-small-font-size\">F\u0103c\u00e2nd clic pe butonul, accepta\u021bi <a rel=\"noreferrer noopener\" href=\"https:\/\/vibetrace.com\/ro\/termeni-si-conditii\/\" target=\"_blank\">termeni si conditii<\/a>. De asemenea, va trebui s\u0103 v\u0103 confirma\u021bi adresa de e-mail.<\/p>\n\n<\/div><\/div><\/div>\n<\/div>\n<\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\">Cum se face un raport RFM?<\/h2>\n\n\n\n<p>S\u0103 ne uit\u0103m la <strong>3 etape esen\u021biale<\/strong> de a face o analiz\u0103 RFM a magazinului dvs. Shopify \u0219i a bazei de clien\u021bi:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Colectarea datelor<\/h3>\n\n\n\n<p>Exporta\u021bi datele disponibile. Este chiar acolo, \u00een tabloul de bord de analiz\u0103 Shopify. Lua\u021bi \u00een considerare urm\u0103toarele aspecte:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Numele clientului;<\/li>\n\n\n\n<li>Adresa de e-mail;<\/li>\n\n\n\n<li>Data celei mai recente achizi\u021bii;<\/li>\n\n\n\n<li>Num\u0103rul de comenzi plasate;<\/li>\n\n\n\n<li>Cheltuieli totale.<\/li>\n<\/ul>\n\n\n\n<p>Acestea sunt <strong>atributele cheie<\/strong> trebuie s\u0103 atribui\u021bi un scor RFM pentru fiecare client. Cel mai simplu mod de a face acest lucru este s\u0103 lua\u021bi o foaie Excel cu informa\u021biile respective. Odat\u0103 ce \u00eel ai, este timpul s\u0103 <strong>filtra\u021bi \u0219i analiza\u021bi datele<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Analiza datelor<\/h3>\n\n\n\n<p>Pentru a ob\u021bine scorul RFM, trebuie s\u0103 atribui\u021bi <strong>scoruri diferite pentru fiecare dimensiune<\/strong> \u2013 recentitatea, frecven\u021ba \u0219i valoarea monetar\u0103. Cea mai u\u0219oar\u0103 modalitate de a aborda analiza RFM este alocarea de scoruri de la 1 la 5, 1 fiind cel mai mic \u0219i 5 fiind cel mai mare scor.<\/p>\n\n\n\n<p>S\u0103 lu\u0103m \u00een considerare fiecare dimensiune:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Recent<\/strong> \u2013 filtra\u021bi tabelul \u00een func\u021bie de cele mai recente achizi\u021bii \u0219i atribui\u021bi-le un scor corespunz\u0103tor. Modul \u00een care defini\u021bi recent depinde de afacerea dvs. \u0219i de bunurile pe care le vinde\u021bi. De dragul exemplului, s\u0103 atribuim un scor de 5 tuturor clien\u021bilor care au achizi\u021bionat \u00een ultimele 30 de zile, 4 tuturor celor care au achizi\u021bionat \u00een ultimele 31 p\u00e2n\u0103 la 90 de zile, 3 fiec\u0103rei achizi\u021bii efectuate \u00eentre ultimele 91 p\u00e2n\u0103 la 180 de zile, 2 pentru achizi\u021biile efectuate \u00eentre 181 de zile \u0219i 270 de zile \u0219i 1 pentru to\u021bi ceilal\u021bi (a c\u0103ror ultima achizi\u021bie a avut loc acum 9 luni sau mai mult).<\/li>\n\n\n\n<li><strong>Frecven\u021b\u0103<\/strong> \u2013 comercian\u021bii cu am\u0103nuntul care ofer\u0103 bunuri scumpe \u0219i de lux ar putea considera o achizi\u021bie la trei luni per client ca fiind frecvent\u0103. Dac\u0103 vinde\u021bi bunuri de larg consum, cum ar fi \u0219ampon \u0219i past\u0103 de din\u021bi, este posibil s\u0103 lua\u021bi o v\u00e2nzare pe lun\u0103 per client pentru a fi frecvent. Odat\u0103 ce a\u021bi definit ce \u00eenseamn\u0103 pentru dvs., atribui\u021bi scoruri de la 1 (cel mai mic) la 5 (cel mai mare) fiec\u0103ruia dup\u0103 ce filtra\u021bi tabelul \u00een func\u021bie de num\u0103rul de comenzi.<\/li>\n\n\n\n<li><strong>Valoare monetar\u0103<\/strong> \u2013 filtra\u021bi tabelul \u00een func\u021bie de cheltuielile totale \u0219i atribui\u021bi scoruri de la 1 la 5 fiec\u0103rui client pentru a identifica cei mai mici \u0219i mai mari cheltuitori.<\/li>\n<\/ul>\n\n\n\n<p>Ad\u0103uga\u021bi \u00eenc\u0103 o coloan\u0103 la tabel, <strong>concateneaz\u0103 scorurile R, F \u0219i M<\/strong>, \u0219i ob\u021bine\u021bi-v\u0103 RFM.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"462\" src=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-19-1024x462.png\" alt=\"\" class=\"wp-image-21069\" srcset=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-19-1024x462.png 1024w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-19-300x135.png 300w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-19-768x346.png 768w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-19-1536x692.png 1536w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-19-2048x923.png 2048w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-19-18x8.png 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Odat\u0103 ce faci asta, vei avea un tabel care arat\u0103 cam a\u0219a:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Client<\/strong><\/td><td><strong>R<\/strong><\/td><td><strong>F<\/strong><\/td><td><strong>M<\/strong><\/td><td><strong>Scorul RFM<\/strong><\/td><\/tr><tr><td>A<\/td><td>1<\/td><td>3<\/td><td>4<\/td><td>134<\/td><\/tr><tr><td>B<\/td><td>4<\/td><td>1<\/td><td>3<\/td><td>413<\/td><\/tr><tr><td>C<\/td><td>5<\/td><td>4<\/td><td>5<\/td><td>545<\/td><\/tr><tr><td>D<\/td><td>2<\/td><td>2<\/td><td>1<\/td><td>221<\/td><\/tr><tr><td>E<\/td><td>3<\/td><td>5<\/td><td>2<\/td><td>352<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>O alt\u0103 abordare,<a href=\"https:\/\/www.shopify.com\/blog\/customer-lifetime-value#2\" target=\"_blank\" rel=\"noopener\"> <strong>recomandat de exper\u021bii Shopify<\/strong><\/a> ei \u00een\u0219i\u0219i, \u00eenseamn\u0103 s\u0103 \u00eensum\u0103m cele trei dimensiuni. \u0218i asta simplific\u0103 semnificativ procesul de derivare a segmentelor din analiz\u0103. \u00cen acest caz, tabelul de mai sus ar ar\u0103ta cam a\u0219a:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Client<\/strong><\/td><td><strong>R<\/strong><\/td><td><strong>F<\/strong><\/td><td><strong>M<\/strong><\/td><td><strong>Scorul RFM<\/strong><\/td><\/tr><tr><td>A<\/td><td>1<\/td><td>3<\/td><td>4<\/td><td>8<\/td><\/tr><tr><td>B<\/td><td>4<\/td><td>1<\/td><td>3<\/td><td>8<\/td><\/tr><tr><td>C<\/td><td>5<\/td><td>4<\/td><td>5<\/td><td>14<\/td><\/tr><tr><td>D<\/td><td>2<\/td><td>2<\/td><td>1<\/td><td>5<\/td><\/tr><tr><td>E<\/td><td>3<\/td><td>5<\/td><td>2<\/td><td>10<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"605\" height=\"435\" src=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-17.png\" alt=\"\" class=\"wp-image-21063\" srcset=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-17.png 605w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-17-300x216.png 300w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-17-18x12.png 18w\" sizes=\"auto, (max-width: 605px) 100vw, 605px\" \/><\/figure>\n\n\n\n<p>Exper\u021bi Shopify <strong>sugera\u021bi s\u0103 le filtra\u021bi dup\u0103 cel mai mare scor<\/strong>. A\u0219a vei avea segmentele tale.<\/p>\n\n\n\n<p><em>Vom vedea care pot fi aceste segmente \u00een sec\u021biunea urm\u0103toare, a\u0219a c\u0103 continua\u021bi s\u0103 citi\u021bi.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Identificarea segmentelor de clien\u021bi<\/h3>\n\n\n\n<p><strong>Segmentele vor varia<\/strong> \u00een func\u021bie de abordarea dvs., de aplica\u021biile care v\u0103 ajut\u0103 s\u0103 ob\u021bine\u021bi clien\u021bi \u0219i de nevoile dvs. specifice de afaceri. \u00cen afar\u0103 de segmentele de valoare sc\u0103zut\u0103, medie \u0219i mare, pute\u021bi identifica \u00eentre \u0219ase \u0219i unsprezece grupuri, \u00een func\u021bie de modul \u00een care aborda\u021bi cadrul RFM.<\/p>\n\n\n\n<p>The <strong>cele mai comune segmente RFM<\/strong> pentru clien\u021bii Shopify sunt:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>clienti noi<\/strong> \u2013 cei cu un scor de recentitate mare, dar cu frecven\u021b\u0103 sc\u0103zut\u0103 \u0219i scoruri monetare.<\/li>\n\n\n\n<li><strong>Clien\u021bi poten\u021bial fideli<\/strong> \u2013 cei cu un scor mare de recentitate, frecven\u021b\u0103 medie \u0219i valoare monetar\u0103.<\/li>\n\n\n\n<li><strong>Clien\u021bi fideli<\/strong> \u2013 cele care au scoruri de frecven\u021b\u0103 ridicat\u0103, recentitate ridicat\u0103 \u0219i valoare monetar\u0103 ridicat\u0103.<\/li>\n\n\n\n<li><strong>Campioni <\/strong>&#8211;<strong> <\/strong>\u00eei po\u021bi lua \u00een considerare pe cei dintre clien\u021bii t\u0103i fideli care au cheltuit cel mai mult ca Campioni \u0219i chiar \u00eei po\u021bi separa \u00eentr-un segment dedicat, dac\u0103 vrei s\u0103 le acorzi o aten\u021bie deosebit\u0103 prin intermediul programelor de loialitate, de exemplu.<\/li>\n\n\n\n<li><strong>Aproape sa adorm<\/strong> \u2013 cei cu un scor de frecven\u021b\u0103 sc\u0103zut, dar care au achizi\u021bionat recent. Ei reprezint\u0103 cel mai mare grup din orice site de comer\u021b electronic \u0219i trebuie s\u0103-i men\u021bine\u021bi activi \u0219i implica\u021bi dac\u0103 dori\u021bi s\u0103-i transforma\u021bi \u00een clien\u021bi fideli.<\/li>\n\n\n\n<li><strong>\u00cen Risc<\/strong> \u2013 cei care nu au mai cump\u0103rat de ceva vreme \u0219i a c\u0103ror frecven\u021b\u0103 \u0219i cheltuieli totale au sc\u0103zut treptat. Au fost loiali, dar sunt pe cale s\u0103 uite de tine \u0219i au nevoie de pu\u021bin\u0103 aten\u021bie.<\/li>\n\n\n\n<li><strong>Clien\u021bi Pierdu\u021bi <\/strong>&#8211;<strong> <\/strong>cunoscut \u0219i sub numele de Sleepers. Au un scor de recent\u0103 foarte sc\u0103zut \u0219i probabil c\u0103 nu au cump\u0103rat de un an, ceea ce duce la o frecven\u021b\u0103 \u0219i scoruri monetare foarte sc\u0103zute. Dac\u0103 dori\u021bi s\u0103-i aduce\u021bi \u00eenapoi \u00een magazinul dvs., trebuie s\u0103 \u00eei reangaja\u021bi.<\/li>\n<\/ol>\n\n\n\n<p>Dac\u0103 sunte\u021bi pasionat de tehnologie, pute\u021bi reprezenta singuri datele pe care le-a\u021bi adunat \u0219i le-a\u021bi \u0219ters \u00een etapele anterioare. Dac\u0103 statisticile nu sunt punctul t\u0103u forte, exist\u0103 <strong>o mul\u021bime de aplica\u021bii Shopify<\/strong> pute\u021bi folosi pentru a ob\u021bine o imagine vizual\u0103, a\u0219a cum ve\u021bi vedea mai jos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cum se creeaz\u0103 segmentarea RFM pentru clien\u021bii Shopify?<\/h2>\n\n\n\n<p>Segmentarea RFM pentru clien\u021bii Shopify v\u0103 ajut\u0103 <strong>cre\u0219te reten\u021bia \u0219i randamentele<\/strong>, dar \u0219i cu aspectele pur tehnice ale site-ului dvs. Drept urmare, pute\u021bi:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Concentra\u021bi-v\u0103 eforturile de marketing<\/strong> unde conteaz\u0103 \u0219i unde va face diferen\u021ba;<\/li>\n\n\n\n<li>A determina <strong>ce strategii pot ajuta <\/strong>cu cre\u0219terea rentabilit\u0103\u021bii investi\u021biei \u0219i sporirea eforturilor de re\u021binere a clien\u021bilor;<\/li>\n\n\n\n<li>Alege\u021bi cele mai potrivite aplica\u021bii Shopify pentru <strong>func\u021bionalit\u0103\u021bi care v\u0103 ajut\u0103 s\u0103 executa\u021bi<\/strong> acele strategii.<\/li>\n<\/ul>\n\n\n\n<p>Acum c\u0103 ave\u021bi o detaliere destul de bun\u0103 a modului de abordare a segment\u0103rii RFM pentru clien\u021bii Shopify \u0219i a modului de implementare a cadrului, este timpul s\u0103 alege\u021bi metoda. Aminti\u021bi-v\u0103 c\u0103 o astfel de analiz\u0103 este potrivit\u0103 pentru afaceri cu <strong>un istoric de cel pu\u021bin 6 luni<\/strong>.<\/p>\n\n\n<div class=\"gb-container gb-container-7b568b8d\"><div class=\"gb-inside-container\">\n\n<div class=\"gb-headline gb-headline-88b6c416 gb-headline-text\">Rulezi pe Shopify?<\/div>\n\n\n\n<div class=\"gb-headline gb-headline-01d03e37 gb-headline-text\">Testeaz\u0103 14 zile gratuit! Integra\u021bi baza de date pentru clien\u021bi \u0219i automatizarea de marketing cu magazinul dvs. Shopify.<\/div>\n\n\n<div class=\"gb-button-wrapper gb-button-wrapper-b4dfaf75\">\n\n<a class=\"gb-button gb-button-cda8d005 gb-button-text\" href=\"https:\/\/apps.shopify.com\/vibetrace-marketing-automation\" target=\"_blank\" rel=\"noopener noreferrer\">Vizualiza\u021bi aplica\u021bia Shopify<\/a>\n\n<\/div>\n<\/div><\/div>\n\n\n<p><em>Odat\u0103 ce se \u00eent\u00e2mpl\u0103 acest lucru, pute\u021bi calcula RFM prin:<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Metoda 1: Aplica\u021biile Shopify<\/h3>\n\n\n\n<p>Oferta de aplica\u021bii Shopify <strong>abord\u0103ri diferite pentru calcularea RFM<\/strong>. C\u00e2teva exemple notabile de aplica\u021bii care v\u0103 pot ajuta includ:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/apps.shopify.com\/vibetrace-marketing-automation?locale=de\" target=\"_blank\" rel=\"noopener\"><strong>Vibetrace<\/strong><\/a> \u2013 automatizare complet\u0103 de marketing \u0219i platform\u0103 de date despre clien\u021bi &gt; trebuie s\u0103 punem asta pe primul loc <\/li>\n\n\n\n<li><a href=\"https:\/\/apps.shopify.com\/retentionx-com\" target=\"_blank\" rel=\"noopener\">Reten\u021bieX<\/a> \u2013 care are scoruri de la 1 (cel mai mare scor) la 4 (cel mai mic scor) \u0219i genereaz\u0103 \u00eentre 6 \u0219i 7 segmente pentru utilizatorii s\u0103i.<\/li>\n\n\n\n<li><a href=\"https:\/\/apps.shopify.com\/segments\" target=\"_blank\" rel=\"noopener\">Aplica\u021bia de segmente<\/a><strong> de Tresl<\/strong> \u2013 care vine cu peste 30 de segmente de clien\u021bi pre-construite \u0219i v\u0103 ajut\u0103 s\u0103 efectua\u021bi o analiz\u0103 RFM.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"605\" height=\"340\" src=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-16.png\" alt=\"\" class=\"wp-image-21062\" srcset=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-16.png 605w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-16-300x169.png 300w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-16-18x10.png 18w\" sizes=\"auto, (max-width: 605px) 100vw, 605px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/apps.shopify.com\/loyal-rfm-customer-segments\" data-type=\"URL\" data-id=\"https:\/\/apps.shopify.com\/loyal-rfm-customer-segments\" target=\"_blank\" rel=\"noopener\">RFM loial<\/a> - Aplica\u021bie simpl\u0103 \u0219i gratuit\u0103 de la Digismoothie<\/li>\n\n\n\n<li><a href=\"https:\/\/apps.shopify.com\/reveal\" target=\"_blank\" rel=\"noopener\">Dezv\u0103lui<\/a><strong> de Omniconvert<\/strong> \u2013 care folose\u0219te segmentarea automatizat\u0103 conform RFM pentru a descoperi cei mai valoro\u0219i clien\u021bi.<\/li>\n\n\n\n<li><a href=\"https:\/\/apps.shopify.com\/loyal-rfm-customer-segments\" target=\"_blank\" rel=\"noopener\">Loial<\/a><strong> de Digismoothie \u2013 <\/strong>care v\u0103 poate ajuta s\u0103 v\u0103 trasa\u021bi segmentele cu u\u0219urin\u021b\u0103, permite etichetarea automat\u0103 \u00een Shopify \u0219i poate crea segmente prin loialitate.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"605\" height=\"550\" src=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-15.png\" alt=\"\" class=\"wp-image-21061\" srcset=\"https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-15.png 605w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-15-300x273.png 300w, https:\/\/vibetrace.com\/wp-content\/uploads\/2023\/04\/image-15-13x12.png 13w\" sizes=\"auto, (max-width: 605px) 100vw, 605px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Metoda 2: manual \u00een Excel<\/h3>\n\n\n\n<p>Dac\u0103 nu dori\u021bi s\u0103 conecta\u021bi o aplica\u021bie la magazinul dvs. Shopify, urm\u0103toarea op\u021biune este s\u0103 o face\u021bi <strong>manual \u00een Excel<\/strong>. Acesta este procesul pe care l-am defalcat mai sus.<\/p>\n\n\n\n<p>Este nevoie de a <strong>idee clar\u0103 despre obiectivele tale <\/strong>\u0219i <strong>ce \u00eenseamn\u0103 pentru tine frecven\u021ba \u0219i recentitatea<\/strong> \u00een contextul produselor pe care le oferi\u021bi \u0219i al modelului dvs. de afaceri.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Metoda 3: Codare \u0219i BigQuery<\/h3>\n\n\n\n<p>Utilizarea BigQuery necesit\u0103 <strong>cuno\u0219tin\u021be de baz\u0103 de codare<\/strong> \u0219i o experien\u021b\u0103 de lucru cu <strong>baze de date folosind SQL<\/strong>. Dac\u0103 asta \u00eenseamn\u0103 pu\u021bin sau nimic pentru tine, sfatul nostru este s\u0103 apelezi la programatorul t\u0103u intern.<\/p>\n\n\n\n<p>Deoarece \u0219tim c\u0103 majoritatea proprietarilor de magazine Shopify nu men\u021bin echipe de programare, ar putea fi mai rezonabil s\u0103 \u00eencerca\u021bi s\u0103 rula\u021bi singur analiza RFM. <\/p>\n\n\n\n<p>Alternativ, pute\u021bi g\u0103si diverse resurse, cum ar fi<a href=\"https:\/\/panoply.io\/shopify-analytics-guide\/how-to-create-rfm-segments-with-sql\/\" target=\"_blank\" rel=\"noopener\"> Ghid RFM oferit de Panoply<\/a>. Ei au un ghid detaliat Shopify Analytics pentru cei dintre voi care au <strong>un talent pentru date \u0219i codare<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A recapitula<\/h2>\n\n\n\n<p><strong>P\u0103strarea, implicarea, <\/strong>\u0219i <strong>eficien\u0163\u0103<\/strong> de campanii de marketing \u2013 toate beneficiaz\u0103 de segmentarea RFM pentru clien\u021bii Shopify. Analiza are trei dimensiuni disponibile \u00een statisticile dvs. Shopify \u0219i ofer\u0103 <strong>un tezaur de date<\/strong>.<\/p>\n\n\n\n<p>Dac\u0103 dori\u021bi s\u0103 <strong>c\u00e2\u0219tig\u0103 mai mul\u021bi clien\u021bi <\/strong>\u0219i cre\u0219te\u021bi-v\u0103 afacerea de comer\u021b electronic pe Shopify, ave\u021bi nevoie de date. V\u0103 ajut\u0103 s\u0103 v\u0103 concentra\u021bi campaniile de marketing, <strong>identifica\u021bi cei mai valoro\u0219i clien\u021bi ai dvs<\/strong>\u0219i recunoa\u0219te\u021bi poten\u021bialul.<\/p>\n\n\n\n<p>Utilizarea unei platforme de date despre clien\u021bi precum cele prezentate \u00een aplica\u021bii precum<a href=\"https:\/\/apps.shopify.com\/vibetrace-marketing-automation\" target=\"_blank\" rel=\"noopener\"> <strong>VibeTrace<\/strong><\/a> v\u0103 poate spune multe despre clien\u021bi. Folosind acele date pentru <strong>analiza\u021bi \u0219i segmenta\u021bi-le<\/strong> conform lor <strong>loialitate \u0219i poten\u021bial<\/strong> poate transforma afacerile.<\/p>\n\n\n\n<p>Segmentarea RFM pentru clien\u021bii Shopify v\u0103 ajut\u0103 <strong>men\u021bine-\u021bi cel mai bun 20% activat<\/strong> dar cel mai important, <strong>p\u0103stra\u021bi topul 10%<\/strong>. Cei mai pl\u0103ti\u021bi \u0219i cei mai frecvent cump\u0103r\u0103tori campioni ai afacerii tale. Nu l\u0103sa\u021bi ezitarea s\u0103 v\u0103 \u00eempiedice s\u0103 efectua\u021bi o analiz\u0103 RFM \u0219i s\u0103 \u00eentre\u021bine\u021bi rela\u021bii profitabile cu clien\u021bii bazate pe loialitate.<\/p>\n\n\n\n<p><em>Profita\u021bi de defalcarea de mai sus \u0219i l\u0103sa\u021bi datele s\u0103 lucreze pentru dvs.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Analiza segment\u0103rii RFM s-a dovedit a fi una dintre cele mai provocatoare tehnici de marketing. \u2026 <a title=\"Cum s\u0103 faci segmentarea RFM \u00een magazinul t\u0103u Shopify\" class=\"read-more\" href=\"https:\/\/vibetrace.com\/ro\/rfm-segmentare-shopify\/\" aria-label=\"Cite\u0219te mai multe despre Cum s\u0103 faci segmentarea RFM \u00een magazinul t\u0103u Shopify\"> <\/a><\/p>","protected":false},"author":9,"featured_media":21079,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[45],"tags":[115,121],"class_list":["post-21060","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-segmentation","tag-customer-segmentation","tag-rfm-segmentation","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/posts\/21060","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/comments?post=21060"}],"version-history":[{"count":1,"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/posts\/21060\/revisions"}],"predecessor-version":[{"id":23818,"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/posts\/21060\/revisions\/23818"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/media\/21079"}],"wp:attachment":[{"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/media?parent=21060"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/categories?post=21060"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vibetrace.com\/ro\/wp-json\/wp\/v2\/tags?post=21060"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}