In this episode, Alex Orley introduces RFM — Recency, Frequency, Monetary — the simplest and most practical framework for turning a flat customer list into a clear value map that actually drives decisions. He walks through how to identify your true Top...

Revenue You Rent vs. Revenue You Own

Hard Margins is a weekly podcast for DTC operators building serious eCommerce businesses on Shopify. Hosted by Alex Orley, each episode breaks down one high-leverage idea for growing more profitably, covering customer lifetime value, contribution margin, cohort economics, product portfolio strategy, and retention. No fluff, no vanity metrics. Just the frameworks that separate the brands that compound from the ones that plateau. Brought to you by RetentionX, the integrated growth platform built for Shopify brands.