Customers#
Typical Customer Profile#
Daily Activity:
Typical daily customers: 100-215
5% of days had ≤45 customers; 5% had ≥291 customers
Purchase Behavior:
97% made only 1 successful purchase
Only 3% made >1 purchase
0.24% made ≥3 purchases
0.05% made ≥4 purchases
0.02% made ≥5 purchases
0.01% made ≥6 purchases
30% made repeat purchases within 24h (likely multiple orders in one session)
Financial Metrics:
75% have lifetime spend <185 R$
5% have lifetime spend ≥470 R$
75% have average shipping cost ≤24 R$
5% have average shipping cost ≥54 R$
Order Characteristics:
87% average 1 product per order
1% average ≥3 products per order
75% have average order weight ≤2kg
5% have average order weight ≥10kg
Delivery Experience:
75% experience average delivery time ≤16 days
5% experience ≥29 days delivery
Median delivery acceleration: 6-16 days
5% experience ≥4 days delivery delay
Customer Retention:
Median time between purchases: ≤125 days (75% of customers)
Maximum consecutive months purchasing: 6 months (1 customer)
Customers with consecutive month purchases:
3 months: 8 customers
2 months: 438 customers
RFM#
Top Segments:
High frequency + recent (fr33): Highest spenders
High frequency + monetary (fm33): Most customers with r3 (frequent, recent, high-value)
Loyalty Distribution:
Hibernating: 22%
About to Sleep: 18%
Promising: 14%
Champions: 4%
Loyal: 7%
Lost: 4%
Customer Segmentation#
By Activity Segment
3% (of all customers) did not make a single successful purchase.
94% of successful customers made only one purchase.
1% each in the Potential Core Audience and Short-Lived Repeat segments.
The Core Audience accounts for less than 1%.
The highest metric values are in the Core segment. Potential Core ranks second.
The median average rating is higher among those who made only one purchase.
Delivery time outperformance is highest in the Core segment and lowest in the One-Time segment.
By Purchase Amount Segment
49% of customers fall into the medium purchase amount segment. 24% each in the high and low segments.
The high purchase amount segment spends the most. This is logical.
The high purchase amount segment has a higher median value for average order weight.
By Purchase Frequency Segment
Among those who made repeat purchases, the most common frequency is once a week (1%).
Segments with quarterly or semi-annual purchases have higher metric values than other segments.
By Time to Repeat Purchase Segment
In terms of time to repeat purchase, among those who made repeat purchases, the medium segment is the smallest (<1%).
The segment with quick repeat purchases has worse metric performance than segments with medium or long times to the second purchase.
By Loyalty Segment
Promoters dominate the loyalty segment (58%). Critics are the smallest group (13%).
Critics (review score below 3) have higher total payment amounts and average order values than promoters and neutrals.
Critics have a very low time between first and last purchase, meaning they rarely return.
Critics, on average, purchase heavier orders.
Critics also have the worst median delivery time outperformance, meaning their deliveries take longer.
By Risk Segment
99.5% of customers are in the reliable category, meaning they did not cancel orders.
The segment that canceled at least one order has a much lower time between first and second purchases compared to the segment without cancellations.
However, the segment with order cancellations has higher median values for total purchase amounts and average order values.
By Day of Week Segment
75% of customers made purchases only on weekdays.
The segment that made purchases not only on weekends has a significantly higher time between first and last purchases.
By Installment Segment
50% of customers used installments at least once. 47% always paid in full upfront.
The installment segment has significantly higher median values for total purchase amounts, average order values, order weight, and time between first and lastpurchases.
By Average Number of Products per Order Segment
88% of customers had no more than one product per order.
8% had an average of 1 to 2 products.
Only 2% of customers had an average of more than 2 products per order.
The segment with 2 or more products per order has significantly higher values for average order weight, total purchase amounts, and average order values. They alsohave a longer time between first and last purchases.
By Average Order Weight Segment
39% of customers purchased lightweight products on average. 37% - medium. 21% - heavy.
The segment with heavy orders has significantly higher total purchase amounts and average order values.
The lightweight segment has a shorter time between first and last purchases compared to the medium and heavy segments.
By Top Days of Week
Most customers made purchases on only one day of the week. This is logical, given the low number of repeat purchases.
The top 3 days by customer count: Monday, Tuesday, and Wednesday.
Interestingly, customers who made purchases only on Monday have a longer time between first and last purchases than others in the top 5 segments. But this is likelycoincidental.
By Top Payment Types
The most common payment method was credit card only (73%). Boleto ranks second (19%).
The segment that used only vouchers has lower total purchase amounts and average order values than other segments in the top 5 payment types.
By Top Product Categories
The largest number of customers purchased only from the Bed Bath Table and Health Beauty categories.
Customers who purchased only sports goods have a longer time between first and last purchases than other segments by product category.
By Top Generalized Product Categories
Among the top 5 segments by generalized product category, the largest share of customers purchased only from
Electronics (26%)
Furniture (17%)
Home & Garden (14%).
By Customer State
42% of customers are from SĂŁo Paulo.
13% - Rio de Janeiro.
12% - Minas Gerais.
By Customer City
16% of customers are from SĂŁo Paulo.
7% - Rio de Janeiro.
Customer Profiling#
By Purchase Frequency and Loyalty
One-Time Buyers (94%):
Make only one purchase.
Low engagement (short time between purchases).
Potential Core (1%):
Potentially loyal but not yet part of the core.
High metrics (second only to Core).
Core (<1%):
Core audience: most loyal, high spending, best metrics.
Short-Lived Repeat (1%):
Short-term loyalty.
Recommendations:
Focus on converting One-Time buyers into Potential Core (loyalty programs, personalized offers).
Retain Core through premium service.
By Purchase Amount
High-Spend (24%):
Large order values, heavy orders.
Despite high spending, ratings are not above median (risk of losing critics).
Medium-Spend (49%):
The majority, “stable” customers.
Low-Spend (24%):
Small order values, possibly trial purchases.
Recommendations:
For High-Spend: Improve delivery (they have low time outperformance) and service to reduce critic share.
For Low-Spend: Encourage higher order values (discounts on additional items).
By Time Between Purchases
Quick Repeat Purchases (<1%):
Low metrics (possibly impulse purchases or dissatisfaction).
Quarterly/Semi-Annual (1%):
High metrics—“planned” purchases (e.g., seasonal items).
Recommendations:
For the quick repeat segment: Improve post-purchase experience (to prevent loss after the first purchase).
For “quarterly” buyers: Target reminders before seasons.
By Loyalty
Promoters (58%):
Satisfied but few repeat purchases (94% are one-time).
Paradox: high ratings but low retention.
Critics (13%):
High order values but quick churn (short time between purchases).
Delivery issues (low delivery time outperformance).
Recommendations:
Analyze reasons for low promoter retention (e.g., lack of motivation for repeat purchases).
Address critics: Improve logistics and service (they are potentially valuable due to high order values).
By Behavioral Patterns
Customers who made purchases not only on weekends (25%):
More loyal (longer time between purchases).
Customers using installments (50%):
High order values, long lifecycle—“serious” customers.
Customers with 2+ items per order (2%):
Key for profitability (high metrics).
Customers who use only vouchers:
Have lower total purchase amounts and average order values.
Recommendations:
Promote installments to increase average order value.
Encourage multi-item orders (free shipping for N items).
For voucher-paying customers, develop strategies to increase average order value.
By Geography
SĂŁo Paulo (42%) and Rio de Janeiro (13%):
Key markets.
Recommendations:
Localized marketing campaigns (e.g., Furniture promotions in SĂŁo Paulo).
Customer Clustering#
All Customers#
Cluster Distribution:
Cluster 1 (53%): Neutral characteristics (baseline group)
Cluster 2 (39%): High Recency (recent purchases)
Cluster 3 (2.5%): High Monetary Value
Cluster 4 (3%): High number of unique products per order
Cluster 5 (3%): High purchase frequency (Frequency)
Key Features:
Cluster 1
One-time purchases.
Medium purchase amount segment.
Dominates the value segment.
Dominates the loyalty segment.
Dominates lightweight orders.
Dominates the debit card segment.
Cluster 2
One-time purchases.
Medium purchase amount segment.
Dominates the value segment.
Dominates the loyalty segment.
Dominates the state of Rio De Janeiro.
Cluster 3
One-time purchases.
Entirely consists of the high-value segment.
Highest share of installment payments among all clusters.
Noticeably more heavy-weight orders than other clusters.
Dominates the generalized Electronics category.
Cluster 4
One-time purchases.
Predominantly critics.
Lower share of promoters compared to other clusters.
Dominates the high-risk segment (customers who canceled at least one order).
Dominates installment payments.
Entirely consists of customers with an average of more than one product per order.
Dominates the Bed Bath Table product category.
Dominates the generalized Furniture category.
Cluster 5
Predominantly repeat buyers.
Higher share of neutral loyalty segment than other clusters.
Dominates the high-risk segment (customers who canceled at least one order).
Dominates installment payments.
Customers with Multiple Purchases#
Cluster Distribution:
Cluster 4 (43%): Stable buyers
Cluster 3 (34%): Average across all metrics
Cluster 5 (9%): High share of critics
Cluster 1 (8%): High Recency (recent purchases)
Cluster 2 (4%): High Monetary Value
Cluster 7 (3%): Diverse product buyers
Cluster 6 (0.1%): Core Audience (Frequency + Monetary)
Key Features:
Cluster 1
Dominates the core audience.
Dominates the “watches gifts” category.
Cluster 2
Entirely consists of the high-value segment (purchase amount).
Dominates the “bulk” segment (average of more than 2 products per order).
Dominates heavy-weight orders.
Dominates the “watches gifts” category.
Dominates the generalized Electronics category.
Cluster 3
Dominates orders with a single product.
Cluster 4
Dominates the Potential Core segment.
Dominates the medium-value segment.
Dominates critics.
Dominates orders with a single product.
Cluster 5
Dominates critics.
Higher share of “multi” segment (1-2 products per order).
Cluster 6
Entirely consists of the core audience.
Entirely consists of the high-value segment (purchase amount).
Entirely consists of promoters.
Entirely consists of installment users.
Entirely consists of orders with a single product.
Entirely consists of lightweight orders.
Entirely consists of credit card payments.
Entirely consists of customers from SĂŁo Paulo (top 5 cities by sales volume).
Cluster 7
Higher average number of unique products.
Higher share of full upfront payments compared to other clusters.
No single-product orders.
Dominates the “bulk” segment (average of more than 2 products per order).
Dominates “boleto” payment method.
Dominates the Bed Bath Table category.
Dominates the generalized Furniture and Home & Garden categories.