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Consumer behaviour

Segments

Who is buying, how often, and what each group is actually worth.

AI verdict
High-value loyalists are worth 2.51× an average customer — and are 13.6% of the base.
3 actions
Active customers
131.6K
9.1%vs prev 30d27.3%vs LY
New customers
9,769
9.6%vs prev 30d29.9%vs LY
Repeat rate
37.9%
0.6%vs prev 30d21.6%vs LY
Churn rate
8.3%
11.9%vs prev 30d3.8%vs LY
Predicted 12m CLV · SAR
592.59
5.8%vs prev 30d7.7%vs LY
CLV : CAC
3.93×
9.2%vs prev 30d5%vs LY

Share of customers against share of revenue

Same segments, same colours, two bars. Where the bands do not line up is where the value is.

Share of customers
14%
14%
19%
34%
20%
High-value loyalists13.6%Replenishers14.4%Discount-led18.6%One-and-done33.7%Lapsing regulars19.8%
Share of revenue
34%
24%
18%
13%
11%
High-value loyalists34.1%Replenishers23.9%Discount-led17.5%One-and-done13.4%Lapsing regulars11.1%

Segment detail

SegmentCustomers% of baseRevenue · SAR% of revenueValue indexAOV · SAROrders / yrRetainedGrowth
High-value loyalistsThree or more orders, above-median basket, bought within 60 days.17.9k13.6%2.8M34.1%2.51×6616.374.8%19.2%
ReplenishersRepeat the same SKU on a predictable cadence.19k14.4%2M23.9%1.66×4784.769.1%15.5%
Discount-ledTwo thirds of their orders carry a promo code.24.5k18.6%1.5M17.5%0.94×3783.136.3%15.7%
One-and-doneSingle order, no second purchase within 120 days.44.4k33.7%1.1M13.4%0.40×31919.9%3.2%
Lapsing regularsWere on cadence, now 1.5× past their own interval.26.1k19.8%919.5k11.1%0.56×3152.323.1%25.5%

Segment transitions

Where every customer moved between 8 Jul 2026 and 7 Aug 2026. Ribbons take the colour of where the customer started; the faint ones held their segment.

Held their segment
90.2k
Moved segment
31.8k
Newly acquired
9.8k
Churned
24.4k
8 Jul 20267 Aug 2026
High-value loyalists18K
Replenishers18.5K
Discount-led24.8K
One-and-done51.2K
Lapsing regulars25.3K
New in period9,768
High-value loyalists17.9K
Replenishers19K
Discount-led24.5K
One-and-done44.4K
Lapsing regulars26.1K
Churned15.8K

Revenue per segment

Absolute contribution over last 30 days

High-value loyalists6.3/yr2.8M
Replenishers4.7/yr2M
Discount-led3.1/yr1.5M
One-and-done1/yr1.1M
Lapsing regulars2.3/yr919.5k
Segment analysis
Sightrz Analyst · claude-opus-5 · 2026-08-07 06:00 UTC

High-value loyalists are worth 2.51× an average customer — and are 13.6% of the base.

131.6k active customers split across 5 tracked segments. The distribution is the finding: high-value loyalists are 13.6% of the base and 34.1% of revenue, while one-and-done are 33.7% of the base for 13.4%. Paid acquisition is currently priced against the blended average of the two, which is a price neither of them is worth.

What the data says · 4
WorkingConfidence91%
High-value loyalists carry the business

Their 661 SAR basket and 6.3 orders a year make them worth several times an average customer. The acquisition budget does not currently bid differently for people who look like them.

17.9k customers · 34.1% of revenue · 74.8% retained
WatchConfidence83%
Discount-led buyers are 17.5% of revenue

Their repeat behaviour is driven by the promotion calendar rather than the product, so their contribution margin is materially below the headline. A segment that only returns for a discount is a subsidy with a growth chart attached.

24.5k customers · 378 SAR AOV · 36.3% retained
CriticalConfidence76%
Replenishers shrank 15.5% this period

The decline is in customer count, not in basket size — people are leaving the segment rather than spending less inside it. That distinction changes the fix from merchandising to lifecycle.

-15.5% growth · 19k customers · 2M SAR
WatchConfidence87%
One-and-done is the largest single segment

At 33.7% of the base it is where growth is being spent and lost. The second order is the whole problem — customers who place it retain at several times the rate of those who do not.

44.4k customers · 13.4% of revenue · 0.4× value index · 37.9% blended repeat rate
Recommended actions · 3
Seed a lookalike from high-value loyalists, not from all purchasers

The current source audience is every buyer, which trains the model toward the modal customer rather than the valuable one. Swapping the seed costs nothing and changes who the platforms find.

−17% blended CACLow effortConfidence84%
Remove one-and-done buyers from retargeting

They absorb retargeting budget at a conversion rate below the prospecting pool. Suppressing them re-prices the whole retargeting line.

Free ~132.6k SAR / 30dLow effortConfidence79%
Second-order prompt at day 21

The median gap between first and second order is 18 days; the drop-off begins well before that. A single prompt placed ahead of the decay window is the highest-leverage lifecycle change available.

+4.6pp repeat rateMedium effortConfidence81%