Verdes — Retention Intelligence Report

Wins

Engaged Customers AOV

$56.48

+20% vs store avg

Basis: deduped all-campaign last-touch (3-day, send-anchored)

Customers Recovered

403

WB-attributed return after a 60+ day lapse in July 2026

Recovered Revenue (in July 2026)

$43,889

$20,443 Initial Winbacks + $23,446 Past Cohort Repurchases

Revenue

Store Revenue

$1.3M

+3.7% MoM +6.9% YoY

Purchases

28,156

+3.2% MoM +15% YoY

Customers

14,843

+2.2% MoM +15% YoY

Gross Margin

62%

$827,016 profit on $1.3M net rev

Campaign-Engaged $177,528 (13%) Organic $1.1M (87%)

Attributed Revenue using Puf’s Truth.
• Puf uses deduplicated and Last Touch Attribution.
• Dutchie counts the same customer purchase in multiple campaign conversions.
From us, you will always get more truthful reporting.

AOV Comparison

STOREWIDE

$47.06

ENGAGED CUSTOMERS

$56.48

+20.0% vs store avg

Basis: deduped all-campaign last-touch (3-day, send-anchored)

Monthly Revenue Trend

Store Revenue Engaged Revenue

New Customer Intelligence

New Customers

2,043

-9.1% MoM

Opted-In (Reachable)

1,328

65% capture rate

Unreachable

715

35% — no contact info

Email Provided at Signup

97.3%

1,987 of 2,043 gave email at checkout

Email Marketing Opt-In

58%

1,194 of 2,043 consented to marketing

Email Opt-In Rate (New Customers)

58%

1,194 of 2,043 new customers consented to email marketing

SMS Opt-In Rate (New Customers)

20%

402 of 2,043 new customers consented to SMS

Loyalty Ladder

Customer distribution by lifetime purchase count

Tier 1

1 purchase

3,047

customers

$34,252

Tier 2

2 purchases

655

customers

$11,497

Tier 3

3 purchases

470

customers

$7,145

Tier 4

4 purchases

381

customers

$5,989

Loyal

5+ purchases

8,625

customers

$1.3M

Total

13,178

customers

$1.3M

Churn Intelligence & Revenue Recovery

Total Lost Customers

77,819

60+ days since last purchase

Active Customers

18,249

Purchased within last 60 days

Basis: known customers (name, email or phone on file), POS purchase history as of 2026-07-31; roster as of 2026-09-22.

Campaign-Attributed Recovery

$20,443

403 customers recovered after 60+ days lapsed — all campaigns, all channels

Recovery Breakdown by Campaign Strategy — July 2026

Strategy	Campaigns	Revenue	Orders	% of Recovery
Winback Blast	13	$13,392	365	66%
Winback Lapsed	18	$6,664	221	33%
Active	32	$279	2,094	1.4%
Untagged	—	$108	—	0.53%
Total	63	$20,443	2,680	100%

A recovery is any campaign touch — blast or workflow, any channel — to a customer who had not purchased in 60+ days, counted once per customer ever. Revenue is the recovery purchase itself. Campaign and order counts are send-side blast figures and are blank for strategies that run as workflows. Excludes organic walk-back from the lapsed cohort (impossible to attribute without a campaign touch).

Lost Customer Buckets

Timeframe	Customers	% of Lost	Opted In (Email)	Recovered (July 2026)	Gross Margin	Gross Profit
60-89 days	3,993	5.1%	2,940	138	66%	$5,121
90-179 days	8,209	11%	5,696	134	61%	$3,999
180-359 days	11,728	15%	9,543	78	64%	$2,454
360+ days	53,889	69%	36,636	53	60%	$1,398
Total	77,819	100%	54,815	403	63%	$12,972

Gross Margin / Profit are net-revenue based (recovery purchase $ minus COGS) for the WB-recovered cohort.

Basis: known customers (name, email or phone on file), POS purchase history as of 2026-07-31; roster as of 2026-09-22.

Revenue Recovery — Past Months

(last 6 months only)

Month	Revenue Recovered	Initial Winbacks	Past Cohort Repurchases	Repurchase Share
July 2026	$43,889	$20,443	$23,446	53%
June 2026	$35,637	$22,206	$13,432	38%
May 2026	$21,684	$17,817	$3,867	18%
Total	$101,210	$60,466	$40,744	40%

Revenue Recovery — All Time by Timeframe

Bucket	Customers	%	Revenue Recovered	AOV	Avg Days Lost	Repurchase Value	%	Repurchase Rate
60-89 days	597	33%	$35,520	$59.50	72	$51,160	47%	357 (60%)
90-179 days	652	36%	$33,407	$51.24	124	$34,670	32%	313 (48%)
180-359 days	343	19%	$16,433	$47.91	251	$13,947	13%	130 (38%)
360+ days	244	13%	$11,771	$48.24	807	$9,026	8.3%	85 (35%)
TOTAL	1,836	100%	$97,131	$52.90	221	$108,803	100%	885 (48%)

Recovered Customer Purchase Frequency — July 2026 Click to expand

Pre-recovery purchase cadence + lifetime visit counts for the canonical WB-recovered cohort — same July 2026 customers as the "Customers Recovered" tile above.

All Recovered Customers

Shop Within 1-10 Days

12%

Shop Within 1-30 Days

48%

Shop Within 1-45 Days

67%

Median Days Between Purchases — Pre-Lapse

360 recovered customers with 3+ pre-lapse visits. Median resists outlier gaps for a more accurate typical frequency.

1-10 days

44

12.2%

11-20 days

68

18.9%

21-30 days

61

16.9%

31-45 days

68

18.9%

46-60 days

43

11.9%

60-90 days

40

11.1%

90-120 days

16

4.4%

120-180 days

9

2.5%

180+ days

11

3.1%

66.9% of these recovered customers used to shop within 0-45 days — the high-frequency segment we just won back.

60-179 Day Lapse

Shop Within 1-10 Days

11%

Shop Within 1-30 Days

46%

Shop Within 1-45 Days

68%

Median Days Between Purchases — Pre-Lapse

261 recovered customers with 3+ pre-lapse visits. Median resists outlier gaps for a more accurate typical frequency.

1-10 days

30

11.5%

11-20 days

45

17.2%

21-30 days

44

16.9%

31-45 days

58

22.2%

46-60 days

33

12.6%

60-90 days

30

11.5%

90-120 days

13

5.0%

120-180 days

4

1.5%

180+ days

4

1.5%

67.8% of these recovered customers used to shop within 0-45 days — the high-frequency segment we just won back.

180-359 Day Lapse

Shop Within 1-10 Days

8%

Shop Within 1-30 Days

52%

Shop Within 1-45 Days

61%

Median Days Between Purchases — Pre-Lapse

64 recovered customers with 3+ pre-lapse visits. Median resists outlier gaps for a more accurate typical frequency.

1-10 days

5

7.8%

11-20 days

16

25.0%

21-30 days

12

18.8%

31-45 days

6

9.4%

46-60 days

7

10.9%

60-90 days

7

10.9%

90-120 days

3

4.7%

120-180 days

3

4.7%

180+ days

5

7.8%

60.9% of these recovered customers used to shop within 0-45 days — the high-frequency segment we just won back.

360+ Day Lapse

Shop Within 1-10 Days

26%

Shop Within 1-30 Days

60%

Shop Within 1-45 Days

71%

Median Days Between Purchases — Pre-Lapse

35 recovered customers with 3+ pre-lapse visits. Median resists outlier gaps for a more accurate typical frequency.

1-10 days

9

25.7%

11-20 days

7

20.0%

21-30 days

5

14.3%

31-45 days

4

11.4%

46-60 days

3

8.6%

60-90 days

3

8.6%

90-120 days

0

0.0%

120-180 days

2

5.7%

180+ days

2

5.7%

71.4% of these recovered customers used to shop within 0-45 days — the high-frequency segment we just won back.

Prior Visit Counts (When They Became Lost)

One-and-Done

4%

Visited once, lapsed, just won back

Loyal (6+ Visits Before Lapse)

71%

Established customers we won back

Devoted (11+ Visits)

56%

High-value, regular shoppers

Lifetime Visits Before Lapse

403 recovered customers in this cohort. Median 12 prior visits, average 22.4.

1 visit

17

4.2%

2 visits

26

6.5%

3-5 visits

74

18.4%

6-10 visits

59

14.6%

11-20 visits

81

20.1%

21-50 visits

95

23.6%

51+ visits

51

12.7%

71.0% of these recovered customers had 6+ visits before they vanished — high-value loyalty we just re-engaged.

Campaigns

Campaign Performance — July 2026

Strategy	Sends	Revenue	MoM	Orders	AOV	Email Open Rate	SMS Open Rate	Push Open Rate	Unsub Rate
Active	65,582	$125,179	+16%	2,094	$59.78	32%	—	3.9%	0.17%
Winback Blast	149,575	$19,118	-16%	365	$52.38	34%	—	—	0.22%
Winback Lapsed	89,078	$11,790	-5.0%	221	$53.35	40%	—	—	0.28%
Total	304,235	$156,087		2,680	$58.24	36%	—	3.9%

Revenue basis: campaign-credited (overlapping) — each campaign is credited with every purchase in its attribution window, so a purchase touched by two campaigns is counted under both. Strategy rows and the total therefore overlap: they are Dutchie’s own counters over blast campaigns, not a deduped total. Our deduped all-campaign figure is a second model rather than a subset of this one, and can land either side of it. The two are never set against each other on this report: the attributed-revenue block in the Revenue section states how each side counts and draws no comparison.

Funnels — Automated Campaigns (July 2026)

Automation performance across all automated flows on Dutchie — July 2026.

Funnel	Recipients	Revenue	Orders	Open Rate	Order Rate
Welcome	793	$797	25	27%	4.0%
Birthday	3,571	$1,926	60	27%	1.9%
Abandoned Cart	328	$1,864	25	29%	7.9%
Active Purchase	2,604	$879	25	22%	1.8%
Total	7,296	$5,466	135