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Customers
Cohort performance, repeat rate, and lifetime value
Total customers
944
1,300 orders
Repeat rate
36.2%
342 bought again
Avg lifetime value
$193
$99 profit
Orders / customer
1.38
Mostly one-and-done
Customer segments
Every customer is auto-tagged from the last 12 months of orders. Export a segment to send a targeted campaign in Klaviyo, Shopify Email, or your ESP of choice.
VIP
11%
106
customers
Top 20% by 12-month profit, bought in last 90 days. Protect these.
Avg profit $221
Loyal
16%
151
customers
Repeat buyers active in the last 90 days. Reward, don't discount.
Avg profit $101
At Risk
9%
85
customers
Repeat buyers who've gone quiet for 90+ days. Win back before they're lost.
LTV at risk $11,567
New
41%
386
customers
First order in the last 60 days. Convert to repeat with a thank-you flow.
Avg profit $73
One and Done
23%
216
customers
Bought once, then nothing for 60+ days. Test a winback offer.
Avg profit $70
Lost
0%
0
customers
No order in 12+ months. Suppress from regular sends to protect deliverability.
Avg profit $0
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Cohorts by acquisition month
Customers grouped by the month of their first order. Older cohorts have had more time to come back, so their LTV and repeat rate will naturally be higher.
Cohort
Customers
Repeat
First AOV
Orders/cust
LTV
Profit/cust
Apr 2026
207
12%
$160
1.12
$179
$84
Mar 2026
211
31%
$149
1.31
$196
$94
Feb 2026
133
38%
$126
1.38
$186
$97
Jan 2026
89
45%
$167
1.45
$223
$124
Dec 2025
101
48%
$129
1.50
$189
$105
Nov 2025
95
49%
$108
1.55
$191
$105
Oct 2025
108
62%
$112
1.68
$202
$111
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