The Intelligence Engine includes industry-specific templates, each calibrated to reflect the unique customer behaviour patterns and business models within that sector. Each template defines the RFM (Recency, Frequency, Monetary) scoring thresholds used to segment your customers and the analysis window over which that data is assessed.
📌 Note: You can check which template your brand is using in Settings. You can also rename a brand template to give it a custom display name.
How templates work
Each template assigns every customer a score from 1 to 5 across three dimensions:
Recency (R): How recently the customer made a purchase or visit.
Frequency (F): How many transactions the customer made within the analysis window.
Monetary (M): The customer's total spend across all transactions in the analysis window.
Scoring Rules
The scoring rules define the threshold ranges for assigning rank values (1-5) to each RFM dimension. Each dimension has five tiers:
Rank 5: Best performance (most recent, most frequent, highest spending)
Rank 4: Above average performance
Rank 3: Average performance
Rank 2: Below average performance
Rank 1: Weakest performance (least recent, least frequent, lowest spending)
Available templates
The following templates are available in the Intelligence Engine. Select the one that matches your business type.
Default template
Analysis window: 12 months
Score | Recency | Frequency | Monetary |
5 | 0–5 days | 6+ transactions | £80+ total spend |
4 | 6–10 days | 4–5 transactions | £55–79.99 |
3 | 11–16 days | 3 transactions | £40–54.99 |
2 | 17–23 days | 2 transactions | £25–39.99 |
1 | 24+ days | 1 transaction | £0–24.99 |
Quick Service Restaurant (QSR) template
Analysis window: 12 months
Score | Recency | Frequency | Monetary |
5 | 0–7 days | 30+ visits | £300+ total spend |
4 | 8–14 days | 15–29 visits | £150–299.99 |
3 | 15–30 days | 8–14 visits | £75–149.99 |
2 | 31–60 days | 3–7 visits | £25–74.99 |
1 | 61+ days | 1–2 visits | £1–24.99 |
Dine-in restaurant template
Analysis window: 18 months
Score | Recency | Frequency | Monetary |
5 | 0–30 days | 8+ visits | £1,000+ total spend |
4 | 31–60 days | 5–7 visits | £600–999.99 |
3 | 61–120 days | 3–4 visits | £300–599.99 |
2 | 121–240 days | 2 visits | £120–299.99 |
1 | 241+ days | 1 visit | £1–119.99 |
Standard hotel template
Analysis window: 548 days (approximately 18 months)
Score | Recency | Frequency | Monetary |
5 | 0–30 days | 13+ transactions | £1,000+ total spend |
4 | 31–90 days | 7–12 transactions | £600–999.99 |
3 | 91–180 days | 4–6 transactions | £350–599.99 |
2 | 181–365 days | 2–3 transactions | £150–349.99 |
1 | 366+ days | 1 transaction | £0–149.99 |
Fitness and wellness template
Analysis window: 6 months
Score | Recency | Frequency | Monetary |
5 | 0–3 days | 60+ visits | £400+ total spend |
4 | 4–7 days | 36–59 visits | £250–399.99 |
3 | 8–14 days | 20–35 visits | £150–249.99 |
2 | 15–30 days | 8–19 visits | £60–149.99 |
1 | 31+ days | 1–7 visits | £1–59.99 |
Inn template
Analysis window: 12 months
Score | Recency | Frequency | Monetary |
5 | 0–14 days | 24+ transactions | £800+ total spend |
4 | 15–30 days | 12–23 transactions | £500–799.99 |
3 | 31–60 days | 6–11 transactions | £300–499.99 |
2 | 61–120 days | 3–5 transactions | £150–299.99 |
1 | 121+ days | 1–2 transactions | £0–149.99 |