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Customer growthHow it worksUse casesProduct
RFMRFMRRMRRMRFCRFCCDCDLCLifecycleAUAudiences
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Use cases

One customer model. A different rhythm in every category.

Lifecycle, RFM, RRM, RFC and CD work the same way in every store. What changes is the rhythm: how often customers buy, what they buy next, and what signals a customer is leaving. Each use case shows the signals and scenarios that matter most in one category.

replenishment 6–10 wks
Beauty & cosmeticsReplenishment rhythm, routines built across categories, and trial sizes that turn into full-size orders.
KEY SIGNALRefill interval exceededMAIN LEVERRefill timing and the next routine step
Second order inside the refill windowFrom one product to a routineFrom mini to full size
2nd order rate24% → 31%EST.
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2 seasonal peaks
Sports & outdoorSeasonal peaks, disciplines as categories, and an upgrade path from entry-level to performance gear.
KEY SIGNALSeason started, customer silentMAIN LEVERSeason timing and gear upgrades
Consumables after the first gearEntry level to performanceA second discipline
2nd order rate19% → 26%EST.
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1–2 orders a year
Jewelry & watchesRare, high-value orders, gifts and self-purchase, and occasions that repeat every year.
KEY SIGNALSame week as last year’s orderMAIN LEVEROccasions and personal service
From gift to self-purchaseComplete the setInto fine jewelry
Repeat order within 12 months14% → 20%EST.
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new drop every 2–4 wks
Women’s fashion boutiqueFast collections, high return rates, and customers who build outfits across dresses, blouses and jackets.
KEY SIGNALNew category viewed after the first dressMAIN LEVEROutfits and early access to drops
Second order after the first dressComplete the outfitEarly access to the drop
2nd order rate22% → 30%EST.
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OnboardingActivationGrowthRetentionSaveWinback
How each use case is built

From the category rhythm to a measured result.

01DynamicsWhat sets the buying rhythm in the category: replenishment, seasons, occasions or collections.
02SignalThe change in behavior that marks the moment: a missed interval, a new category viewed, a season starting.
03ScenarioThe action for that phase and segment move, and who to exclude from it.
04MetricThe number that shows whether the scenario moved customers forward.
Your customers are already moving.

Give every relationship the right next scenario.

See how Scnario can turn your customer data into a living understanding of every relationship — and a clear decision about what should happen next.

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MOVING RIGHT NOW
Registered → First purchaseonboarding
Repeat → Loyalcategory growth
Loyal → Declinevalue protection
Inactive → Renewed intentreactivation