Eventually we will be growing some fruit trees in our backyard.
But since the soil hasn't been taken care of, if we planted a tree when we moved in it would have struggled and died.
A few weeks ago we added a heavy mulch and started to grow some plants that are well known for improving the soil. In a few months the soil should have healed enough to plant the trees in.
This wouldn't be possible if we waited until the planting season. We had to look at when we should plant the trees and count back a few months to know when to start preparing the soil.
Your store's busy seasons need the same type of planning.
You know when you get busy (e.g. November) so you already know when to start getting inventory ordered to make sure you have it.
Marketing campaigns should be planning out too.
If you know it takes 36 days in-between purchases for a customer, you need to start your campaign 36 days before your season starts. It would be a completely different story if there's 180 days in-between purchases (and if that's your store, you'll need to invest heavily in customer retention).
If you're not looking ahead far enough, you risk planting your tree marketing too late and missing out on part of your busy season.
The Customer Purchase Latency report includes some of this timing data that you can use to build up your campaigns. The app will analyze your Shopify data automatically so you can get back to building the campaigns instead of crunching the numbers.