Customer Overview
Base composition & value
Total Customers
42 187
New (YTD)
6 421
▲ 11.4%
Returning
35 766
84.8% of base
CLV (12m)
1 872 kr
▲ 6.2%
Customer Segments
RFM analysis
Champions
3 821
Recent · frequent · high spend
Champions
Loyal
8 942
Repeat buyers, salon pros
Loyal
At Risk
5 612
6–12 months inactive
At Risk
Lost
9 430
12+ months inactive
Lost
Guest vs Registered
Sales & repeat behaviour
| Login status | Customers | Single order | Multiple orders | AOV | Repeat rate |
|---|---|---|---|---|---|
| Guest | 14 218 | 11 862 | 2 356 | 842 kr | 16.6% |
| Registered | 27 969 | 10 214 | 17 755 | 1 168 kr | 63.5% |
Registered customers are 3.8× more likely to reorder and spend 38.7% more per order.
Cohort Retention
Monthly · % of cohort still active
| Cohort | M0 | M1 | M2 | M3 | M4 | M5 | M6 |
|---|---|---|---|---|---|---|---|
| 2025-09 | 100% | 22% | 18% | 15% | 14% | 13% | 12% |
| 2025-10 | 100% | 24% | 19% | 16% | 15% | 14% | 13% |
| 2025-11 | 100% | 26% | 21% | 18% | 16% | 15% | – |
| 2025-12 | 100% | 28% | 22% | 19% | 17% | – | – |
| 2026-01 | 100% | 25% | 20% | 18% | – | – | – |
| 2026-02 | 100% | 27% | 22% | – | – | – | – |
| 2026-03 | 100% | – | – | – | – | – | – |