Verdes — Retention Intelligence Report

Wins

Engaged Customers AOV

$55.59

+19% vs store avg

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

Furthest Customer Recovered

1,877 days

360+ day lapse bucket · 412 customers recovered in August 2026

Recovered Revenue (in August 2026)

$57,505

$23,014 Initial Winbacks + $34,491 Past Cohort Repurchases

Revenue

Store Revenue

$1.3M

-1.8% MoM +4.4% YoY

Purchases

27,863

-1.0% MoM +13% YoY

Customers

14,728

-0.77% MoM +14% YoY

Gross Margin

61%

$798,006 profit on $1.3M net rev

Campaign-Engaged $183,658 (14%) Organic $1.1M (86%)

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

$46.69

ENGAGED CUSTOMERS

$55.59

+19.1% 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

1,864

-8.8% MoM

Opted-In (Reachable)

1,317

71% capture rate

Unreachable

547

29% — no contact info

Email Provided at Signup

97.1%

1,810 of 1,864 gave email at checkout

Email Marketing Opt-In

70%

1,310 of 1,864 consented to marketing

Email Opt-In Rate (New Customers)

70%

1,310 of 1,864 new customers consented to email marketing

SMS Opt-In Rate (New Customers)

20%

368 of 1,864 new customers consented to SMS

Loyalty Ladder

Customer distribution by lifetime purchase count

Tier 1

1 purchase

9,196

customers

$434,238

Tier 2

2 purchases

2,642

customers

$261,586

Tier 3

3 purchases

1,236

customers

$188,447

Tier 4

4 purchases

658

customers

$123,412

Loyal

5+ purchases

939

customers

$293,165

Total

14,671

customers

$1.3M

Churn Intelligence & Revenue Recovery

Total Lost Customers

79,591

60+ days since last purchase

Active Customers

17,869

Purchased within last 60 days

Basis: known customers (name, email or phone on file), POS purchase history as of 2026-08-31; roster as of 2026-09-22.

Campaign-Attributed Recovery

$23,014

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

Lost Customer Buckets

Timeframe	Customers	% of Lost	Opted In (Email)	Recovered (August 2026)	Gross Margin	Gross Profit
60-89 days	4,208	5.3%	3,180	130	65%	$5,023
90-179 days	8,627	11%	6,685	155	64%	$5,809
180-359 days	11,901	15%	9,810	69	59%	$1,935
360+ days	54,855	69%	43,231	58	60%	$1,826
Total	79,591	100%	62,906	412	63%	$14,592

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 2026-08-31; roster as of 2026-09-22.

Revenue Recovery — Past Months

(last 6 months only)

Month	Revenue Recovered	Initial Winbacks	Past Cohort Repurchases	Repurchase Share
August 2026	$57,505	$23,014	$34,491	60%
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	$158,715	$83,480	$75,235	47%

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 — August 2026 Click to expand

Pre-recovery purchase cadence + lifetime visit counts for the canonical WB-recovered cohort — the same August 2026 customers counted under "Furthest Customer Recovered" above.

All Recovered Customers

Shop Within 1-10 Days

13%

Shop Within 1-30 Days

50%

Shop Within 1-45 Days

68%

Median Days Between Purchases — Pre-Lapse

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

1-10 days

47

13.2%

11-20 days

75

21.0%

21-30 days

57

16.0%

31-45 days

62

17.4%

46-60 days

43

12.0%

60-90 days

35

9.8%

90-120 days

16

4.5%

120-180 days

15

4.2%

180+ days

7

2.0%

67.5% 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

12%

Shop Within 1-30 Days

50%

Shop Within 1-45 Days

69%

Median Days Between Purchases — Pre-Lapse

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

1-10 days

31

11.6%

11-20 days

52

19.5%

21-30 days

50

18.7%

31-45 days

51

19.1%

46-60 days

31

11.6%

60-90 days

29

10.9%

90-120 days

13

4.9%

120-180 days

8

3.0%

180+ days

2

0.7%

68.9% 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

15%

Shop Within 1-30 Days

47%

Shop Within 1-45 Days

60%

Median Days Between Purchases — Pre-Lapse

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

1-10 days

8

15.1%

11-20 days

13

24.5%

21-30 days

4

7.5%

31-45 days

7

13.2%

46-60 days

7

13.2%

60-90 days

5

9.4%

90-120 days

2

3.8%

120-180 days

5

9.4%

180+ days

2

3.8%

60.4% 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

22%

Shop Within 1-30 Days

57%

Shop Within 1-45 Days

68%

Median Days Between Purchases — Pre-Lapse

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

1-10 days

8

21.6%

11-20 days

10

27.0%

21-30 days

3

8.1%

31-45 days

4

10.8%

46-60 days

5

13.5%

60-90 days

1

2.7%

90-120 days

1

2.7%

120-180 days

2

5.4%

180+ days

3

8.1%

67.6% 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

7%

Visited once, lapsed, just won back

Loyal (6+ Visits Before Lapse)

70%

Established customers we won back

Devoted (11+ Visits)

52%

High-value, regular shoppers

Lifetime Visits Before Lapse

412 recovered customers in this cohort. Median 12 prior visits, average 20.9.

1 visit

30

7.3%

2 visits

25

6.1%

3-5 visits

69

16.7%

6-10 visits

73

17.7%

11-20 visits

78

18.9%

21-50 visits

108

26.2%

51+ visits

29

7.0%

69.9% of these recovered customers had 6+ visits before they vanished — high-value loyalty we just re-engaged.

Campaigns

Campaign Performance — August 2026

Strategy	Sends	Revenue	MoM	Orders	AOV	Email Open Rate	SMS Open Rate	Push Open Rate	Unsub Rate
Active	68,305	$115,565	-7.7%	1,987	$58.16	32%	—	4.2%	0.13%
Verdes Team Campaigns	61,994	$702	—	10	$70.24	10%	—	8.8%	0.17%
Winback Blast	123,121	$20,900	+9.3%	400	$52.25	45%	—	—	0.24%
Winback Lapsed	94,330	$15,991	+36%	284	$56.31	39%	—	—	0.27%
Total	347,750	$153,159		2,681	$57.13	35%	—	4.7%

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 (August 2026)

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

Funnel	Recipients	Revenue	Orders	Open Rate	Order Rate
Welcome	588	$1,337	27	38%	5.8%
Birthday	5,317	$3,968	137	38%	3.0%
Abandoned Cart	215	$927	17	32%	7.9%
Active Purchase	2,604	$961	27	23%	1.9%
Total	8,724	$7,194	208