Analyze How Your Customer Base Changes Over Time To Find Hidden Trends


An extremely valuable analysis technique that’s often overlooked is to evaluate how your customer base changes over time.

Not just demographic data (e.g. they are getting older) but how your different customer segments make-up your customer base as a whole.

  • Are you getting more loyal customers?
  • Are so-so customers defecting or becoming loyal?
  • Are your best customers sticking around?
  • Are spending habits trending up or down or flat?

Adding this time dimension to your customer segments can draw out a ton of ideas and trends.

It’s not easy to do and takes time to collect enough data, but once you have that data it can be priceless. Repeat Customer Insights collects and saves that data as part of the Customer Grid History but even it only hints at what can be done with it.

If you can find the time to collect and run those analyses, you’d get an excellent view into the health of your customer base. I look at mine every month to get a feel for how things are evolving.

Eric Davis

This originally appeared on the LittleStream Software Blog and is made available here to cast a wider net of discovery.
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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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