Deliverable-Type: segmentation-plan
Title: Buyer-Base Segmentation Plan (RFM base + treatment map)

## RFM base layer
- R: Recency in days since last order. Boundaries: 0-30 = R5, 31-90 = R4, 91-180 = R3, 181-365 = R2, 366+ = R1
- F: Frequency, lifetime order count. Boundaries: 5+ = F5, 3-4 = F4, 2 = F3, 1 = F2, 0 (browsed only) = F1
- M: Monetary, lifetime spend. Boundaries: $2000+ = M5, $1000-1999 = M4, $500-999 = M3, $100-499 = M2, <$100 = M1

### Segment: Champions
- Name: Champions
- Rule: R >= 4 AND F >= 4 AND M >= 4
- Size estimate: ~310 contacts. Source: Supabase `contacts_rfm` view, query `rfm_segment_counts.sql`
- Treatment: VIP winback track (TPL-220), early access to new offers, no discount codes
- Mutual exclusivity: mutually exclusive with all other RFM segments below — a contact is scored into exactly one R/F/M cell per run

### Segment: At-Risk
- Name: At-Risk
- Rule: R <= 2 AND F >= 3
- Size estimate: ~540 contacts. Source: Supabase `contacts_rfm` view
- Treatment: reactivation sequence (TPL-221) with a time-limited offer
- Mutual exclusivity: mutually exclusive with Champions and Sunset — overlap is impossible because R/F cells are disjoint

### Segment: Sunset (dead)
- Name: Sunset
- Rule: R == 1 AND F <= 2
- Size estimate: ~1,890 contacts. Source: Supabase `contacts_rfm` view
- Treatment: quarterly low-cost "we miss you" email only; suppressed from all paid/human-touch sequences
- Mutual exclusivity: this is the catch-all dead segment; no overlap with active segments by construction of the R/F cell boundaries