         customers  recency  orders  spend_k
name                                        
loyal           67      6.0    20.0   1057.0
regular         89     51.0    10.0    469.0
new             39      5.0     4.0    197.0
lapsed          58    106.0     3.0    153.0
loyal    thank them: loyalty stamp card, first look at new services
regular  nudge up: bundle ironing or bed cover with the usual wash
new      welcome: second-order voucher within two weeks
lapsed   win back: personal message and a 'we miss you' discount
