Retention

Five customer segmentations that pay for D2C brands, built from store data not personas: RFM, discount sensitivity, new vs returning, affinity, channel.

Find customers who only buy with a code, measure their true margin after the discount, and decide whether to serve, re-price, or starve the segment.

Find your revenue-concentration cutoff from a Shopify export, profile what your top customers share, then use that profile to acquire more like them.

Read your new vs returning revenue split by month, compare it to benchmarks by store age, and catch the failure modes at both extremes before they cost you.

Score Recency, Frequency, and Monetary from a Shopify order export, build the 9 standard RFM segments, and get the exact action for each. Worked example inside.

A good repeat purchase rate depends on category: 40-60%+ for consumables, 20-35% apparel, under 15% durables. See the customer-level formula and benchmarks.

Retention is what makes CAC math work. The metrics that matter, cohort thinking, and the levers that move repeat rate, payback, and LTV:CAC.

Build a cohort retention table from a Shopify order export, no app required. Group by first-order month, read the cohort triangle, and spot a leaky bucket.