Customer Life Cycle

Basics #

Clerk.io’s AI continuously monitors the purchase behavior of each individual customer, comparing it to the average customer.

Life Cycle groups are then predicted based on how often customers return to your webshop, relative to their normal behavior.

As such, one customer might be Slipping Away after not having placed an order for 3 months, while another customer is still Active, even though they have not placed an order for 6 months. It all depends on how often they normally purchase.

Life Cycle Groups #

Below are the 4 groups that Clerk.io’s AI segments customers into, in descending order of how likely they are to return to your webshop.

Just Ordered #

These customers placed an order within the last 30 days. There is generally no need to reactivate these customers, as it’s too soon to tell whether they will return to your webshop.

Active #

These customers regularly come back to the webshop. The timeframe of how often they come back is based on how often they normally purchase, compared to the average customer within their group.

The more Active customers you have, the better, because it means you have a large group of customers you don’t need to pay to reactivate via Ads, emails, or other marketing.

Slipping Away #

These customers are purchasing less often than they have previously done. For example, if a customer normally places 3 orders each month, but suddenly drops to 1 order a month, they are Slipping Away.

It’s a good idea to reactivate these customers, as they most likely still remember buying from you, making them easier to get back.

Lost #

It has been so long since these customers purchased that they are very unlikely to return, unless you reactivate them.

There’s often a large amount of Lost customers, which gives you a good opportunity to get at least some of them back with smart marketing. Often, you will need to provide an incentive for these customers, like a good discount, free giveaway, or other benefit.