{"id":16366,"date":"2026-10-29T10:08:00","date_gmt":"2026-10-29T10:08:00","guid":{"rendered":"https:\/\/blog.quarticon.com\/cz\/?p=16366"},"modified":"2026-10-29T10:08:00","modified_gmt":"2026-10-29T10:08:00","slug":"obsedantni-analyza-rfm-skutecne-rfm-je-mene-barevne","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/obsedantni-analyza-rfm-skutecne-rfm-je-mene-barevne\/","title":{"rendered":"Obsedantn\u00ed anal\u00fdza RFM? Skute\u010dn\u00e9 RFM je m\u00e9n\u011b barevn\u00e9"},"content":{"rendered":"<p><!--?xml encoding=\"utf-8\" ?--><!--?xml encoding=\"utf-8\" ?--><\/p>\n<p><!--?xml encoding=\"utf-8\" ?--><!--?xml encoding=\"utf-8\" ?--><\/p>\n<p class=\"wp-block-paragraph\">Kdy\u017e je skute\u010dn\u00e1 matice RFM m\u00e9n\u011b barevn\u00e1: dv\u011b skupiny, 85 % z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed nakoup\u00ed jen jednou v mal\u00e9 skupin\u011b p\u0159edstavuj\u00edc\u00ed 5 % dosavadn\u00edch z\u00e1kazn\u00edk\u016f, a skute\u010dn\u00e1 ot\u00e1zka, pro\u010d v\u016fbec pou\u017e\u00edvat analytiku RFM v e-commerce?<\/p>\n<p class=\"wp-block-paragraph\">Pravd\u011bpodobn\u011b jste u\u017e nejednou vid\u011bli barevn\u00e9 matice RFM, kter\u00e9 rozd\u011bluj\u00ed z\u00e1kazn\u00edky do skupin, jako jsou \u0160ampioni, Loaj\u00e1ln\u00ed z\u00e1kazn\u00edci, Perspektivn\u00ed z\u00e1kazn\u00edci, Cenov\u011b citliv\u00ed z\u00e1kazn\u00edci, Ned\u00e1vn\u00ed z\u00e1kazn\u00edci, Neaktivn\u00ed z\u00e1kazn\u00edci nebo Z\u00e1kazn\u00edci ohro\u017een\u00ed odchodem. Ve skute\u010dnosti je v\u0161ak v mnoha e-commerce firm\u00e1ch diagram mnohem m\u00e9n\u011b barevn\u00fd. RFM &#8212; aktu\u00e1lnost, frekvence a hodnota n\u00e1kup\u016f &#8212; m\u016f\u017ee b\u00fdt u\u017eite\u010dn\u00e9, kdy\u017e z\u00e1kazn\u00edci pravideln\u011b dopl\u0148uj\u00ed z\u00e1soby, obnovuj\u00ed slu\u017eby nebo si po\u0159izuj\u00ed p\u0159edplatn\u00e9. E-commerce funguje jinak.<\/p>\n<p class=\"wp-block-paragraph\">U firem, kter\u00e9 prod\u00e1vaj\u00ed n\u00e1bytek, dom\u00e1c\u00ed spot\u0159ebi\u010de, sezonn\u00ed zbo\u017e\u00ed a produkty po\u0159izovan\u00e9 jednor\u00e1zov\u011b, p\u0159i ob\u010dasn\u00e9 pot\u0159eb\u011b, a tak\u00e9 p\u016fsob\u00ed v kategori\u00edch se silnou konkurenc\u00ed v distribu\u010dn\u00edch kan\u00e1lech (mnoho prodejc\u016f \/ mnoho e-shop\u016f), m\u016f\u017ee RFM vytv\u00e1\u0159et zd\u00e1n\u00ed kontroly, ani\u017e by odpov\u00eddalo na nejd\u016fle\u017eit\u011bj\u0161\u00ed ot\u00e1zku: jak doc\u00edlit toho, aby v\u00edce z\u00e1kazn\u00edk\u016f p\u0159in\u00e1\u0161elo zisk d\u00edky sv\u00fdm n\u00e1kup\u016fm?<\/p>\n<h2 class=\"wp-block-heading\">Kdy\u017e RFM \u0159ad\u00ed neaktivn\u00ed z\u00e1kazn\u00edky<\/h2>\n<p class=\"wp-block-paragraph\">P\u0159edstavte si, \u017ee 85 % registrovan\u00fdch z\u00e1kazn\u00edk\u016f nakoupilo jednou a u\u017e se nevr\u00e1tilo. RFM jim st\u00e1le m\u016f\u017ee p\u0159i\u0159azovat sk\u00f3re, ale frekvence je t\u00e9m\u011b\u0159 v\u017edy jedna a aktu\u00e1lnost vypov\u00edd\u00e1 hlavn\u011b o tom, kolik \u010dasu uplynulo od n\u00e1kupu. Hodnota n\u00e1kup\u016f m\u016f\u017ee jednodu\u0161e vyjad\u0159ovat velikost jejich prvn\u00ed objedn\u00e1vky.<\/p>\n<p class=\"wp-block-paragraph\">Tyto z\u00e1kazn\u00edky m\u016f\u017eete rozd\u011blit do segment\u016f, ale po\u0159ad\u00ed nemus\u00ed b\u00fdt ani vysv\u011btlen\u00edm, ani u\u017eite\u010dnou p\u0159edpov\u011bd\u00ed. Z\u00e1kazn\u00edk, kter\u00fd si znovu nekoupil pohovku, mohl p\u0159estat nakupovat ve va\u0161em obchod\u011b. Anebo prost\u011b dal\u0161\u00ed pohovku nepot\u0159ebuje. Samotn\u00e9 sk\u00f3re to neuk\u00e1\u017ee.<\/p>\n<p class=\"wp-block-paragraph\">Toto rozli\u0161en\u00ed je d\u016fle\u017eit\u00e9 v kategori\u00edch s dlouh\u00fdm n\u00e1kupn\u00edm cyklem. \u017divotnost pohovky z\u00e1vis\u00ed na jej\u00ed konstrukci a zp\u016fsobu pou\u017e\u00edv\u00e1n\u00ed; podle jednoho odhadu se obvykle pohybuje p\u0159ibli\u017en\u011b mezi 7 a 15 lety. NIQ uv\u00e1d\u00ed pr\u016fm\u011brn\u00fd cyklus v\u00fdm\u011bny velk\u00fdch dom\u00e1c\u00edch spot\u0159ebi\u010d\u016f v d\u00e9lce osmi a\u017e 12 let a p\u0159ehled Evropsk\u00e9 agentury pro \u017eivotn\u00ed prost\u0159ed\u00ed poukazuje na to, \u017ee pr\u016fm\u011brn\u00e1 \u017eivotnost velk\u00fdch dom\u00e1c\u00edch spot\u0159ebi\u010d\u016f v roce 2023 \u010dinila 12 let a 6 m\u011bs\u00edc\u016f. <\/p>\n<p class=\"wp-block-paragraph\">Tyto \u00fadaje m\u011b\u0159\u00ed pon\u011bkud odli\u0161n\u00e9 v\u011bci, ale oba p\u0159\u00edklady ukazuj\u00ed, pro\u010d dlouh\u00e1 p\u0159est\u00e1vka mezi n\u00e1kupy automaticky neznamen\u00e1, \u017ee z\u00e1kazn\u00edk ode\u0161el.<\/p>\n<h2 class=\"wp-block-heading\">Pro\u010d firmy do t\u00e9to pasti padaj\u00ed<\/h2>\n<p class=\"wp-block-paragraph\">RFM lze snadno vypo\u010d\u00edtat, pokud u\u017e m\u00e1te registra\u010dn\u00ed \u00fadaje, e-mailovou platformu a z\u00e1kaznick\u00fd panel. D\u00edky t\u00e9to jednoduchosti se m\u016f\u017ee zd\u00e1t, \u017ee jde o spr\u00e1vnou strategii, i kdy\u017e opakovan\u00e9 n\u00e1kupy nejsou pro podnik\u00e1n\u00ed kl\u00ed\u010dov\u00e9.<\/p>\n<p class=\"wp-block-paragraph\">RFM je opravdu skv\u011bl\u00fd ukazatel, ale\u2026 ne ve va\u0161em odv\u011btv\u00ed. Byl p\u0159enesen do odv\u011btv\u00ed, ve kter\u00fdch jeho z\u00e1kladn\u00ed p\u0159edpoklady neplat\u00ed.<\/p>\n<p class=\"wp-block-paragraph\">RFM se osv\u011bd\u010duje v odv\u011btv\u00edch, kde se p\u0159edpokl\u00e1d\u00e1, \u017ee vztah se z\u00e1kazn\u00edkem trv\u00e1: bankovnictv\u00ed (m\u00e1te \u00fa\u010det a ztr\u00e1ta z\u00e1kazn\u00edka je re\u00e1ln\u00fdm jevem), rozvoz j\u00eddla (pravideln\u00e9 objedn\u00e1vky ka\u017ed\u00fd t\u00fdden nebo ka\u017ed\u00e9 dva t\u00fddny jsou b\u011b\u017en\u00e9 a absence n\u00e1kupu je odchylkou), telekomunikace (m\u011bs\u00ed\u010dn\u00ed vy\u00fa\u010dtov\u00e1n\u00ed vytv\u00e1\u0159\u00ed p\u0159irozen\u00e9 kontaktn\u00ed body a zaji\u0161\u0165uje kontinuitu smluvn\u00edho vztahu), poji\u0161\u0165ovnictv\u00ed a finance (pojistky se obnovuj\u00ed, vztahy trvaj\u00ed a odchod z\u00e1kazn\u00edka signalizuje riziko). <\/p>\n<p class=\"wp-block-paragraph\">Ve v\u0161ech t\u011bchto odv\u011btv\u00edch obchodn\u00ed model p\u0159edpokl\u00e1d\u00e1, \u017ee z\u00e1kazn\u00edk <em>z\u016fst\u00e1v\u00e1<\/em>, pokud se n\u011bco nepokaz\u00ed. \u017d\u00e1dn\u00fd kontakt = probl\u00e9m.<\/p>\n<p class=\"wp-block-paragraph\">V e-commerce (zejm\u00e9na u zbo\u017e\u00ed dlouhodob\u00e9 spot\u0159eby) neexistuje vztah se z\u00e1kazn\u00edkem, u kter\u00e9ho by se p\u0159edpokl\u00e1dalo, \u017ee bude trvat. Koup\u00edte si pohovku. Transakce je uzav\u0159ena. Vztah kon\u010d\u00ed. Nejde o \u201eodchod&#8220;, z\u00e1kazn\u00edk jen dostal to, co pot\u0159eboval. <\/p>\n<p class=\"wp-block-paragraph\">\u017d\u00e1dn\u00fd kontakt nen\u00ed varovn\u00fdm sign\u00e1lem. Je to norm\u00e1ln\u00ed stav. K dal\u0161\u00edmu n\u00e1kupu nevede sign\u00e1l \u201est\u00e1le jsou aktivn\u00ed&#8220;, ale \u201epot\u0159ebuj\u00ed n\u011bco nov\u00e9ho&#8220; &#8212; a k tomu m\u016f\u017ee doj\u00edt a\u017e za n\u011bkolik let.<\/p>\n<p class=\"wp-block-paragraph\">Pou\u017e\u00edvan\u00e9 technologie mohou firmy v\u00e9st k tomu, aby se soust\u0159edily na st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edky, p\u0159esto\u017ee v\u011bt\u0161\u00ed p\u0159\u00edle\u017eitosti se mohou skr\u00fdvat mezi n\u00e1v\u0161t\u011bvn\u00edky e-shopu, kte\u0159\u00ed zat\u00edm nic nekoupili. Pokud v\u011bt\u0161ina n\u00e1v\u0161t\u011bvn\u00edk\u016f nem\u00e1 \u017e\u00e1dnou n\u00e1kupn\u00ed historii, RFM nevysv\u011btl\u00ed, pro\u010d lid\u00e9 odch\u00e1zej\u00ed, co jim br\u00e1n\u00ed dokon\u010dit objedn\u00e1vku ani kter\u00e9 kan\u00e1ly z\u00edsk\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f p\u0159iv\u00e1d\u011bj\u00ed nov\u00e9 nakupuj\u00edc\u00ed, kte\u0159\u00ed uskute\u010dn\u00ed prvn\u00ed n\u00e1kup a p\u0159inesou zisk.<\/p>\n<h2 class=\"wp-block-heading\">Kter\u00e9 ukazatele podporuj\u00ed r\u016fst e-commerce<\/h2>\n<p class=\"wp-block-paragraph\">Pokud jsou opakovan\u00e9 n\u00e1kupy vz\u00e1cn\u00e9 nebo je obt\u00ed\u017en\u00e9 je p\u0159edv\u00eddat, zam\u011b\u0159te se na ukazatele, kter\u00e9 \u00fa\u017eeji souvisej\u00ed se skute\u010dnou v\u00fdzvou v oblasti r\u016fstu:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>M\u00edra konverze p\u0159i prvn\u00ed n\u00e1v\u0161t\u011bv\u011b:<\/strong> Jak\u00e9 procento nov\u00fdch n\u00e1v\u0161t\u011bvn\u00edk\u016f nakoup\u00ed? Na kter\u00fdch za\u0159\u00edzen\u00edch a z jak\u00fdch kan\u00e1l\u016f u\u017eivatel\u00e9 odch\u00e1zej\u00ed a v jak\u00fdch f\u00e1z\u00edch n\u00e1kupn\u00ed cesty.<\/li>\n<li><strong>Opu\u0161t\u011bn\u00ed ko\u0161\u00edku a obnoven\u00ed objedn\u00e1vek:<\/strong> Kolik nakupuj\u00edc\u00edch p\u0159id\u00e1 produkty do ko\u0161\u00edku, ale n\u00e1kup nedokon\u010d\u00ed? V jak\u00e9 f\u00e1zi odch\u00e1zej\u00ed a zda jim p\u0159ipom\u00ednkov\u00e9 zpr\u00e1vy pomohou objedn\u00e1vku dokon\u010dit.<\/li>\n<li><strong>N\u00e1klady na z\u00edsk\u00e1n\u00ed z\u00e1kazn\u00edka ve srovn\u00e1n\u00ed se ziskem z prvn\u00ed objedn\u00e1vky:<\/strong> N\u00e1klady na z\u00edsk\u00e1n\u00ed z\u00e1kazn\u00edka je vhodn\u00e9 porovn\u00e1vat s hrub\u00fdm ziskem nebo p\u0159\u00edsp\u011bvkem na \u00fahradu z jeho prvn\u00ed objedn\u00e1vky, nikoli pouze s tr\u017ebami z objedn\u00e1vky nebo pr\u016fm\u011brnou hodnotou ko\u0161\u00edku.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Pokud maj\u00ed opakovan\u00e9 n\u00e1kupy v\u00fdznamn\u00fd vliv na ekonomiku va\u0161eho podnik\u00e1n\u00ed, m\u016f\u017ee v\u00e1m RFM pomoci tyto z\u00e1kazn\u00edky l\u00e9pe pochopit a l\u00e9pe se o n\u011b starat. Pokud tomu tak nen\u00ed, v\u011bnujte m\u00e9n\u011b \u010dasu dola\u010fov\u00e1n\u00ed segment\u016f RFM a v\u00edce \u010dasu zlep\u0161ov\u00e1n\u00ed konverz\u00ed a efektivity z\u00edsk\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Nejde o odm\u00edtnut\u00ed analytiky, ale o v\u00fdb\u011br ukazatel\u016f, kter\u00e9 odpov\u00eddaj\u00ed skute\u010dn\u00e9mu obchodn\u00edmu modelu va\u0161\u00ed firmy.<\/p>\n<p class=\"wp-block-paragraph\">V\u00e1\u0161 nejlep\u0161\u00ed z\u00e1kazn\u00edk nemus\u00ed b\u00fdt v\u017edy ten, kter\u00fd nakupuje nej\u010dast\u011bji. N\u011bkdy je to perspektivn\u00ed n\u00e1v\u0161t\u011bvn\u00edk, kter\u00e9ho se v\u00e1m zat\u00edm nepoda\u0159ilo p\u0159esv\u011bd\u010dit k n\u00e1kupu. <\/p>\n<p class=\"wp-block-paragraph\">R\u00e1di si vyslechneme v\u00e1\u0161 n\u00e1zor. Kontaktujte n\u00e1s a poj\u010fme si promluvit.<\/p>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/quarticon.com\/cs\/kontaktujte-nas\/\" target=\"_blank\" rel=\"noopener\">Kontaktujte Quarticon<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kdy\u017e je skute\u010dn\u00e1 matice RFM m\u00e9n\u011b barevn\u00e1: dv\u011b skupiny, 85 % z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed nakoup\u00ed jen jednou, a ot\u00e1zka, pro\u010d v\u016fbec pou\u017e\u00edvat analytiku RFM v e-commerce?<\/p>\n","protected":false},"author":1,"featured_media":16367,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16366","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16366","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=16366"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16366\/revisions"}],"predecessor-version":[{"id":16383,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/16366\/revisions\/16383"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16367"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=16366"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=16366"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=16366"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}