Customer base

Customers and retention

Who buys from Group, how often they come back, what they are worth and why they leave. Segmentation is recency, frequency and monetary value on the trailing twelve months.

Business

Period

Active customers

12,949

13.0%3.8K acquired in period

Contribution LTV

$199

CAC $41 · payback 2.5 months

Repeat rate

59.5%

7% of orders are new

Subscriber churn

1.8%

6,079 active subscriptions

Segmentation

Recency, frequency and value · 21 Jul 2026 to 18 Oct 2026

Segment	Customers	Revenue share	AOV	Orders / year	Days since order	Next best action
Champions	1,036	31%	$201	8.4	12	Early access and referral offers
Loyal	1,813	26%	$168	5.1	24	Move to subscription
Potential loyalists	2,072	14%	$153	2.6	31	Second-order incentive
New	2,849	11%	$132	1.0	9	Welcome and education flow
At risk	1,942	9%	$159	3.2	96	Winback with roast-fresh hook
Hibernating	1,813	6%	$141	2.1	168	Low-cost reactivation only
Lost	1,424	3%	$123	1.4	284	Suppress from paid audiences

Value concentration

Customers ranked into ten equal deciles by lifetime value

34.0%$676 LTV

19.0%$378 LTV

13.0%$258 LTV

10.0%$199 LTV

7.5%$149 LTV

5.5%$109 LTV

4.0%$80 LTV

3.0%$60 LTV

2.0%$40 LTV

D10

1.5%$30 LTV

The top two deciles carry 53% of value. Build lookalike and retention investment around them rather than the average customer.

Repeat purchase curve

Share of customers reaching each order, and days between orders

Order	Customers	Reach rate	Days to next
First order	3.8K	100%	-
Order 2	1.6K	41%	38
Order 3	1K	27%	33
Order 4	800	21%	29
Order 5	647	17%	27
Order 6	533	14%	25

Subscription movement

Monthly gains and losses

New subscriptions+1,155

Reactivated+243

Paused-426

Cancelled-269

Net movement+703

Why subscriptions cancel

88% of stated reasons are addressable

Too much coffee at home28.4%

Price / cost of living21.2%

Wanted to try another roaster16.8%

Delivery timing did not suit12.4%

Grind or roast not right9.6%

Moved house / travelling7.4%

Other4.2%

Voice of customer

1,223 reviews · 4.7 average rating

NPS

Review response rate

68%

Freshness and roast date379 mentions · 88% positive

Delivery speed269 mentions · 71% positive

Value for money220 mentions · 62% positive

Packaging and sustainability183 mentions · 79% positive

Subscription flexibility171 mentions · 54% positive

New customers and subscription revenue

21 Jul 2026 to 18 Oct 2026 · Group