Adding the "P" (Product Category) to RFM (1,079 words)

RFM is the catalog industry standard for segmenting a catalog's customer or buyer file. RFM is not applicable to new-customer acquisition—only customer list marketing.

A term that is less familiar is RFMP, in which the "P" stands for Product Category. While simple RFM segmentation can ensure you pass your break-even point, adding this fourth variable into your efforts can help you greatly surpass it.