Yesterday we discussed how the best new customers bought from Merchandise Category 10.
Look at what the data shows for Merchandise Category 03.
If the first-time buyer is buying from Merchandise Category 03, the first-time buyer is much less likely to purchase again in the future (remember, Decile 1 rebuy rates were 58%, Decile 10 rebuy rates were 28%).
So if you think you have a loyalty problem (and what marketer doesn't think that?), look at what you sold the customer in a first order. Maybe you caused the loyalty problem by selling stuff that causes the customer to not come back and buy again?