How to score customers using RFM
Recency, frequency, and margin — not just spend
Recency
When did they last receive a fulfilled order? Cart activity without fulfilment does not count — dark stores live in the physical hand-off.
Frequency
Orders per month on fulfilled lines, not attempted checkouts. Frequency tells you whether same-day SLAs are even relevant to that household.
Monetary (use margin, not GMV)
Gross merchandise value flatters grocery. Score on contribution after pick, pack, delivery, and substitution cost where you can estimate it.
In Dark Store Systems
Customer RFM lives with orders and picking — not in a exported CSV. Use segments to tune service levels and promos, not to spray discounts site-wide.