October 09, 2023

There Are Months That Yield Bad Customers

In a recent project, customers buying from the following months were worth 10% less in the future:

  • October.
  • December.
  • January.
  • February.

Customers buying from these months were worth 10% more in the future.
  • April.
  • September.

Christmas and Discounting Season (Jan/Feb) yielded customers who weren't buying from the brand, they were buying for Christmas or because merch was cheap. That's an inflection point. You need to act upon the inflection point.

Similarly, this brand has new merchandise in April and again in September ... those are two months were new products are introduced. Turns out customers like that. Hmmm? That's an inflection point. Act upon it!

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