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Champions | 
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Big Spenders |
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Loyalists |
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Promising |
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New Customers | 
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Low Value |
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Active |
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Drifting |
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Churn Risk |
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Lost |
Champions are your most valuable customers and most raving fans.
They spend the most often, in the highest quantities, and have the highest lifetime revenue.
Big Spenders purchase irregularly, but when they make a purchase it's big.
They spend the least often and have relatively large order values.
Loyalists purchase regularly but don't spend very much at once.
They spend very often with relatively low order values.
Promising customers have shown a desire to continue purchasing but don't have enough history to be identified as Loyalists or Big Spenders.
New Customers are those who have placed a single order.
Everyone starts as a New Customer and with proper nurturing moves on to other segments.
Low Value customers most likely fall out of your target audience.
They only purchased once, quite a while ago, with a pretty low order value.
Customers who have purchased recently and are within a normal repurchase window.
Customers who have purchased recently and are falling out of the normal repurchase window.
Customers who have not purchased recently and moderately outside of a normal repurchase window.
Customers who have not purchased recently and are significantly outside of the normal repurchase window.