Customer Health
The retention engine — tracking whether the customer base is getting healthier
Repeat Purchase Rate
6.0%
889 of 14,793 customers
Members repeat at 12.2% vs 4.7% for non-members.
| Segment | Total Customers | Repeat Buyers | Repeat Rate |
|---|---|---|---|
| Members | 2,443 | 297 | 12.2% |
| Non-Members | 12,380 | 578 | 4.7% |
Visual comparison
Members12.2%
Non-Members4.7%
Member vs Non-Member AOV
$143vs $111+28%
Members spend +28% per order vs non-members.
| Month | Member AOV | Non-Member AOV | Gap |
|---|---|---|---|
| January | $127 | $88 | +$39 |
| February | $143 | $115 | +$28 |
| March | $147 | $121 | +$26 |
| April | $153 | $133 | +$20 |
| May | $145 | $121 | +$24 |
Repeat Buyer LTV
$440vs $113 one-time3.9×
Repeat buyers are worth 3.9× a one-time customer.
| Buyer Type | Avg LTV | Avg Orders | Avg AOV |
|---|---|---|---|
| One-time buyers | $113 | 1 | $113 |
| 2-order repeat | $278 | 2 | $139 |
| 3+ order repeat | $602 | 3.8 | $201 |
Time to Second Purchase
Click a bucket to filter cohorts
First 30 days drive most repeat purchases.
Member vs Non-Member Repeat Rate
Members12.2%
Non-Members4.7%
Members are ~2.6× more likely to make a repeat purchase.
Member vs Non-Member AOV by Month
Customer Cohorts
Click a row to expand
| Acquisition Month | Total | One-Time | Repeat | Repeat Rate | Revenue | Avg Spend | |
|---|---|---|---|---|---|---|---|
| January 2026 | 5,022 | 4,631 | 391 | 7.8% | $543K | $108 | |
| February 2026 | 2,431 | 2,235 | 196 | 8.1% | $329K | $135 | |
| March 2026 | 2,753 | 2,610 | 143 | 5.2% | $364K | $132 | |
| April 2026 | 3,168 | 3,034 | 134 | 4.2% | $450K | $142 | |
| May 2026 | 1,419 | 1,394 | 25 | 1.8% | $179K | $126 |
Coming Next
Phase 2Tessitura
- ·Membership tier analysis
- ·Member-to-non-member commerce comparison
- ·Renewal impact on spending
Phase 3Amperity CDP
- ·Predictive purchase scoring
- ·Customer segment explorer
- ·15-year cohort analysis
Phase 4D365
- ·Product margin analysis
- ·Category profitability
- ·Inventory risk matrix