Customer Revenue Audit · RFM Engine

Grade your customers. Find your Champions. Win back your Lost.

Upload your customer history from your POS. In under 60 seconds the Wallefy RFM Engine grades every customer on Recency, Frequency, and Monetary value, maps them to 9 behavioral segments, and hands you the exact playbook to move each one up the ladder.

Powered by the Wallefy RFM Engine Runs in your browser Nothing stored without permission Free, no card required
9
Behavioral segments
60s
From upload to insight
$0
To run the audit
1Setup & upload
2Confirm mapping
3Your grading
A

Pick your business type

This calibrates the Recency thresholds so a Champion in your industry means visited within the right cadence. Frequency and Monetary always score against your own customer base.

Coffee & QSR
B

Upload your customer history

CSV exports only. Toast, Square, Clover, Lightspeed, Shopify, Mindbody, and most modern POS systems export this in one click. Step-by-step guides below.

What we need from your CSV

1
Customer identifier email, phone, loyalty ID Required
2
Last transaction date last visit, last order date Required
3
Transaction count visits, orders, # transactions Or row count
4
Total spend lifetime value, total revenue For Monetary score

Required minimum: customer identifier, last transaction date, and at least one of transaction count or total spend. The engine groups every record by customer identifier, so transactional logs (one row per sale) are fine too.

Confirm what each column means.

We auto-detected the most likely mapping. Adjust any field if it picked the wrong column.

File shape: aggregated · Rows: 0

Mapping looks good.
Required
The unique key per customer. Email, phone, loyalty ID, or any column that identifies one person across rows.
Required
Date of last visit or purchase. The engine uses this to score Recency.
Need at least one
Visit count, order count, or transaction count. If your file has one row per sale, leave this empty and the engine will count rows.
Need at least one
Lifetime value or period revenue. Required for the Monetary score.

Grading your customers. Running quintile analysis and behavioral mapping.

The 9 segments

The grading model behind your audit.

Wallefy uses the same Recency, Frequency, Monetary framework that Amazon, Sephora, and Starbucks use to grade their bases. We translate it into nine segments that map cleanly to loyalty actions for local businesses.

Recency, Frequency, and Monetary are each scored 1 to 5. We then map every customer to one of the nine segments above. The Champion threshold for a coffee shop is not the same as for a med spa, so we calibrate Recency to your business type.

How the RFM Engine grades

Honest math, calibrated to your business.

Most "RFM" tools score everyone against the same generic thresholds. That breaks the moment a dentist and a coffee shop run the same audit. The Wallefy RFM Engine splits the work: industry sets Recency, your own customers set Frequency and Monetary.

Step 1 · Aggregate every record by customer identifier
Whether your file has one row per customer or one row per sale, the engine groups by customer identifier. Last transaction date becomes the max date in the group. Frequency becomes the row count or the sum of the count column. Total spend is summed. This is why an aggregated list of 4,000 and a transactional log of 23,000 rows for the same 4,000 customers will both produce the same grading.
Step 2 · Recency (R) uses absolute industry thresholds

The engine assigns R5 to R1 based on the days since the customer's last transaction. Thresholds are tuned per industry, not pulled from your data. A few examples:

  • Coffee & QSR: R5 ≤ 7 days, R4 ≤ 14, R3 ≤ 30, R2 ≤ 60, R1 older.
  • Beauty Salon: R5 ≤ 21 days, R4 ≤ 45, R3 ≤ 90, R2 ≤ 180.
  • Med Spa: R5 ≤ 45 days, R4 ≤ 90, R3 ≤ 180, R2 ≤ 365.
  • Dental: R5 ≤ 180 days, R4 ≤ 365, R3 ≤ 545, R2 ≤ 730.
  • HVAC & Home Services: R5 ≤ 180 days, R4 ≤ 365, R3 ≤ 730, R2 ≤ 1,095.

If you pick "Other Local Business" the engine falls back to pure quintile mode (your most recent 20% become R5, your least recent 20% become R1).

Step 3 · Frequency (F) and Monetary (M) use quintiles against your own base
Frequency and Monetary are quintile-scored against your customers, not industry benchmarks. Your top 20% by visit count get F5, your bottom 20% get F1. Same for spend. This keeps Champions honest: a Champion is your top customer, not someone who happens to clear an arbitrary number.
Step 4 · Map (R, FM) to a behavioral segment
We collapse F and M into a single FM score by averaging, then map every (R, FM) pair to one of 11 segments. Champions sit at R5 with high FM. Lost sits at R1 with low FM. Can't Lose Them are R1 high-FM customers: spent the most, gone quiet, single biggest revenue risk. The mapping is the same one Optimove and Kaggle use, adapted for local business.
Where does the data go?
Nowhere by default. The CSV never leaves your browser. Aggregation, scoring, and segment mapping all run client-side. Only when you submit the lead capture form do we receive your business name, email, and segment summary counts (not the customer list) so we can send the playbook. You stay in control of the underlying file.
POS export guides

Two-minute exports for every common POS.

Don't see yours? Any POS that exports a customer report with last visit date, visit count, and spend will work.

Toast (restaurants)
  1. Open Toast Web. Go to Reports, then Guest Engagement, then Guest Book.
  2. Filter by the date range you want graded. Twelve months is the standard window.
  3. Click Export to CSV. The file includes guest email, last visit date, visit count, and total spend.
  4. Upload the file above. We will map columns automatically.
Square (retail, salons, F&B)
  1. In Square Dashboard, open Customers, then Directory.
  2. Click Export and pick All Customers. Square delivers a CSV with last visit, visit count, and total spent.
  3. Upload the file above. Most columns will be auto-mapped.
Clover (F&B, retail)
  1. Open the Customers app inside the Clover Dashboard.
  2. Click the three-dot menu, then Export Customers. The CSV includes order count, last order date, and lifetime value.
Lightspeed (retail, restaurant)
  1. Open Reports, then Customer Reports, then Top Customers.
  2. Set the period to 12 months. Click Export, then CSV.
Shopify POS
  1. Open Customers in Shopify Admin.
  2. Click Export, then All customers, then CSV for Excel.
  3. Shopify exports last order date, total orders, and total spent.
Mindbody (beauty, fitness, wellness)
  1. Reports, then Client, then Active Client List.
  2. Include last visit date and lifetime revenue columns. Export to CSV.
Other or unknown POS
Any CSV with at least four columns will work: a unique customer identifier, the date of their most recent transaction, the count of their transactions, and their total spend. If your export only has raw transactions (one row per sale) we will aggregate it for you in the browser.

Once you know your Champions, you can compound them.

Wallefy turns your grading into Apple Wallet and Google Wallet passes, unlimited push, and the campaigns that move every segment up the ladder. White-glove setup included on Grow and Business.

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