Popular Merchandise Categories Dictate Future Customer Trajectories

Take a look at this gem from our dataset.

Remember, the best new buyers (in terms of future repurchase rates) are in deciles 1/2/3. These customers all comprised 40% to 55% of their first order from Merchandise Category 10. Meanwhile, the three worst deciles (8/9/10) averaged about 10% of their first order from Merchandise Category 10.

Sure, there's some chicken/egg stuff going on here. Always happens.

But there's also your response to chicken/egg stuff.

If you know that you acquire high-quality new customers via Merchandise Category 10, why aren't you capitalizing on that fact?