In Repeat Customer Insights there are a few insights you can pickup by comparing the Recency-Frequency (RF) Grids.
The segments to the top right are the best for repeat customers, the ones to the bottom left are the worst.
If segments to the right are increasing (higher Frequency), that's a sign that new customers are coming back and becoming more loyal.
If segments in the top three rows are increasing (higher Recency), that shows customers being responsive and reordering.
If segments to the bottom (lower Recency) are increasing, that's a sign that customers aren't buying again and might be defecting. If it's the bottom left, those are customers who haven't purchased that much. If it's the bottom right, those are loyal customers defecting.
Comparing two grids will show you how the customer flows shifted. Especially comparing grids 3, 6, or 12 months apart or at the start/end of a busy period (e.g. winter shopping).
Eric Davis
Segment your customers to find the diamonds in the rough
Not all customers are equal but it is difficult to dig through all of your data to find the best customers.
Repeat Customer Insights will automatically analyze your Shopify customers to find the best ones. With over 150 segments applied automatically, it gives your store the analytics power of the big stores but without requiring a data scientist on staff.