RFM Analysis categorises your customers based on their buying behaviour, allowing you to send the right message at the right time. By default, RFM is calculated per ERP (Enterprise Resource Planning) Customer Account. You can change this so that RFM is calculated by delivery location instead.

This is useful when you have a single customer account for multiple sites or outlets and you want to see RFM per site or outlet, rather than the whole customer account.

When the Analyse RFM by Delivery Address feature is enabled, RFM metrics are calculated based on the delivery address associated with each order. Branches or locations with distinct delivery addresses will have their own RFM metrics, provided the delivery address matches the CRM Company Main Address for that branch.

📌 Note: The CRM Companies must have the same Sales Ledgers assigned, as the matching will only search the Sales Ledger Company's Addresses.

To learn more about RFM Analysis, see our RFM Analysis guide.

Prerequisites

You'll need the following before enabling this feature:

CRM Admin rights.
An individual CRM Company record for each delivery address, with the customer account connected.

Enable RFM by delivery address

To enable RFM by delivery address, follow the steps below.

Click Settings, then click System Settings.
In the search bar, type Analyse RFM to locate the Analyse RFM by Delivery Address setting.
Turn on the RFM by Delivery Address toggle.

All future Sales Orders imported from your ERP or accounting system will now be linked to a Company when they are created in the CRM.

Important: Orders created before enabling this feature will not be included in delivery-address-based RFM calculations. Only orders created after the feature is enabled will count toward the relevant delivery location, provided the delivery address matches the CRM Company Main Address.

Review your company addresses

The RFM by Delivery Address feature relies on the CRM Company Main Address matching the order's Delivery Address exactly. Both Address Line 1 and Postcode must match exactly for the CRM to assign the order to the correct Company. Review your CRM Company Addresses to ensure the matching works as expected.

If there is no Company Address match at the time of order creation, the order will count towards the Sales Ledger's RFM.
If a sale is made by a branch but delivered to an external site, the order will count toward the location whose address matches the order's Delivery Address.
If the external site's delivery address does not match a branch's CRM Company Main Address, the order will not be attributed to that branch and may instead be counted against the company's sales ledger.

Frequently asked questions

Why are some orders not attributed to the correct branch?

The Delivery Address on the order must exactly match the CRM Company Main Address for the intended branch. Check both Address Line 1 and Postcode for any discrepancies.