Brotherly Bud — Retention Intelligence Report

Wins

Recovery Revenue

$41,296

Campaign revenue + past-cohort repurchases for May 2026

All Time Revenue Recovered

$249,695

Cumulative revenue recovered from winback campaigns

Spin Wheel New Customer Revenue

$15,526

from 221 first-time purchases during May 2026

Revenue

Store Revenue

$775,567

+5.6% MoM +39% YoY

Purchases

12,833

+5.2% MoM +57% YoY

Customers

5,954

+5.6% MoM +53% YoY

Campaign-Engaged $97,742 (13%) Organic $677,825 (87%)

AOV Comparison

STOREWIDE

$60.44

WINBACK CUSTOMERS

$71.10

+17.6% vs store avg

Monthly Revenue Trend

Store Revenue Engaged Revenue

* Trend line: campaign-attributed (conversion) revenue — tracked consistently across all months. The Campaign-Engaged figure above uses AIQ engagement attribution and can differ slightly.

New Customer Intelligence

New Customers

1,576

+9.8% MoM

Revenue

$109,185

$69.28 AOV

Opted-In (Reachable)

796

51% capture rate

Unreachable

780

49% — no contact info

Opted-In (Email)

749

of 1,576 new customers

Critical Opt-In Rate (Email)

48%

First-time buyers with email

Opted-In (Text)

286

of 1,576 new customers

Critical Opt-In Rate (Text)

18%

First-time buyers with SMS

Churn Intelligence & Revenue Recovery

Total Lost Customers

22,615

60+ days lapsed

7,719 opted in

New Lost This Month

2,031

Newly crossed 60-day mark

1,063 opted in

Recovered This Month

85

1.1% recovery rate

of 7,719 opted-in lost

Recovery Revenue

$41,296

Campaign + repurchases

At-Risk Pipeline (45–60 Day Window)

At-Risk Customers

1,127

654 opted in

Saved by Campaign

34

Save Rate

4.9%

Lost Customer Pipeline

60–179 Days Lost

6,410

3,017 opted in

180–359 Days Lost

6,674

2,291 opted in

360+ Days Lost

9,531

2,411 opted in

Abandoned Cart Recovery (Lifetime)

Carts Abandoned

3,737

Recovered

128

Revenue

$8,958

Win-Back Revenue Recovery

CAMPAIGN REV

$6,235

REPURCHASES

$35,062

TOTAL RECOVERED

$41,296

Recovery by Lapse Timeframe

Timeframe	Customers	Revenue	AOV	% Rev
60-179 days	71	$5,199	$73.23	83%
180-359 days	11	$599	$54.42	9.6%
360+ days	6	$437	$72.77	7.0%
Total	88	$6,235	$70.85	100%

All Time Revenue Recovered

$249,695

Revenue Recovery — Past Months

(last 6 months only)

Month	Revenue Recovered	Campaign Revenue	Past Cohort Repurchases	Repurchase Share
May 2026	$41,296	$6,235	$35,062	85%
April 2026	$38,309	$5,855	$32,454	85%
March 2026	$38,900	$7,756	$31,144	80%
February 2026	$30,648	$8,797	$21,851	71%
January 2026	$28,772	$7,823	$20,949	73%
December 2025	$23,746	$8,616	$15,130	64%
Total	$201,671	$45,082	$156,589	78%

Revenue Recovery — All Time by Timeframe

Bucket	Customers	%	Revenue Recovered	AOV	Avg Days Lost	Repurchase Value	%
60-90 days	280	33%	$20,892	$74.62	74	$74,385	39%
91-120 days	153	18%	$10,058	$65.74	104	$35,117	18%
121-180 days	190	23%	$12,771	$67.21	145	$47,797	25%
181-365 days	165	20%	$11,458	$69.44	258	$27,269	14%
365+ days	51	6.1%	$3,662	$71.81	444	$6,286	3.3%
TOTAL	839	100%	$58,841	$70.13	154	$190,854	100%

List Health & Subscriber Intelligence

Total Customers (All-Time)

30,460

Known customers with purchases

Total Reachable

12,872

42% reachable

Ghosts

17,588

No email or SMS on file

Email List

Total Email Opt-Ins (real customers)11,537 38%

New Opt-Ins This Month1,384

Opt-Outs This Month224

Net List Growth+1,160

SMS List

Total SMS Opt-Ins (real customers)5,583 18%

New Opt-Ins This Month831

Opt-Outs This Month230

Net SMS Growth+601

Channel Mix

Email Only

7,289

57%

SMS Only

1,335

10%

Email + SMS

4,248

33%

Spin Wheel Acquisition

Lifetime Stats

Unique Visitors

62,161

Conversions

10,852

Conversion Rate

17.5%

May 2026 Stats

Signups

1,006

Customers

404

Non-Customers

602

First Purchase Conversions

All Time

New Customers

2,051

Revenue

$151,854

Avg Order

$74.04

Conv. Rate

18%

May 2026

New Customers

221

Revenue

$15,526

Avg Order

$70.25

Conv. Rate

22%

NONC Funnel Performance

All Time

Sends

12,821

Conversions

33

Revenue

$2,665

Conv. Rate

0.26%

May 2026

Customers

6

Conversions

6

Revenue

$660

Campaigns

Campaign Performance — May 2026

Tact-managed win-back blast campaigns

Strategy	Sends	Revenue	MoM	Conversions	AOV	Email Open	SMS Open	Conv Rate	Unsub Rate
Winback	42,783	$6,399	+3.1%	90	$71.10	39%	2.2%	0.21%	0.12%
Total	42,783	$6,399		90	$71.10	39%	2.2%

Brotherly Bud Campaigns

Blast campaigns sent by the Brotherly Bud team — shown for full context; not Tact-managed

Strategy	Sends	Revenue	MoM	Conversions	AOV	Email Open	SMS Open	Conv Rate	Unsub Rate
Other	125,188	$89,775	+4.8%	1,344	$66.80	20%	4.8%	1.1%	0.14%
Total	125,188	$89,775		1,344	$66.80	20%	4.8%

Funnels — Automated & Recurring Campaigns (Lifetime Totals)

Lifetime performance of automated flows that sent in the reporting month — revenue and conversions are cumulative since each flow launched (not month-only), so this total is not additive with the monthly Campaigns total. These campaigns run continuously and target specific customer lifecycle stages.

Funnel	Campaigns	Sends	Revenue	Conversions	AOV	Email Open *	SMS Open *	Conv Rate	Active Since
Welcome	1	2,309	$1,942	20	$97.10	30%	—	0.87%	Mar 2026
NONC	2	11,442	$2,455	31	$79.18	15%	0.08%	0.27%	Sep 2025
After First Purchase	1	4,073	$1,324	17	$77.90	18%	—	0.42%	Apr 2025
Abandoned Cart	1	3,737	$8,958	128	$69.99	33%	—	3.4%	Apr 2025
Birthday	1	2,114	$1,790	28	$63.92	25%	—	1.3%	Mar 2026
Total	6	23,675	$16,469	224	$73.52	25%	—

* Open rates derived from contact engagement data (rolling 90-day window).