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.
Active customers
57,950
7.6%17K acquired in period
Contribution LTV
$272
CAC $32 · payback 1.4 months
Repeat rate
57.1%
22% of orders are new
Subscriber churn
3.7%
4,040 active subscriptions
Segmentation
Recency, frequency and value · 24 May 2026 to 21 Aug 2026
| Segment | Customers | Revenue share | AOV | Orders / year | Days since order | Next best action |
|---|---|---|---|---|---|---|
| Champions | 4,636 | $207 | 8.4 | 12 | Early access and referral offers | |
| Loyal | 8,113 | $173 | 5.1 | 24 | Move to subscription | |
| Potential loyalists | 9,272 | $158 | 2.6 | 31 | Second-order incentive | |
| New | 12,749 | $136 | 1.0 | 9 | Welcome and education flow | |
| At risk | 8,692 | $164 | 3.2 | 96 | Winback with roast-fresh hook | |
| Hibernating | 8,113 | $145 | 2.1 | 168 | Low-cost reactivation only | |
| Lost | 6,374 | $127 | 1.4 | 284 | Suppress from paid audiences |
Value concentration
Customers ranked into ten equal deciles by lifetime value
D134.0%$924 LTV
D219.0%$517 LTV
D313.0%$353 LTV
D410.0%$272 LTV
D57.5%$204 LTV
D65.5%$150 LTV
D74.0%$109 LTV
D83.0%$82 LTV
D92.0%$54 LTV
D101.5%$41 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 | 17K | 100% | - |
| Order 2 | 7K | 41% | 38 |
| Order 3 | 4.6K | 27% | 33 |
| Order 4 | 3.6K | 21% | 29 |
| Order 5 | 2.9K | 17% | 27 |
| Order 6 | 2.4K | 14% | 25 |
Subscription movement
Monthly gains and losses
New subscriptions+768
Reactivated+162
Paused-283
Cancelled-358
Net movement+289
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
1,592 reviews · 4.7 average rating
NPS
58
Review response rate
68%
Freshness and roast date494 mentions · 88% positive
Delivery speed350 mentions · 71% positive
Value for money287 mentions · 62% positive
Packaging and sustainability239 mentions · 79% positive
Subscription flexibility223 mentions · 54% positive
New customers and subscription revenue
24 May 2026 to 21 Aug 2026 · Group