Customer file — Friday, July 10, 2026

New-to-file derives only from each customer's first purchase date (BR-12)

Total buyers

4,022

one transaction, one buyer

New to file

627

15.6% of buyers

vs LY

−16 bp

new-to-file share, basis points

Repeat rate

84.4%

3,395 repeat buyers

New-customer sales

$34.9K

13.3% of net · AST $55.68

File size

109,990

identities acquired to date

Windows↑ menu

Window	Buyers	New	% new to file	Repeat rate
LW	25,928	4,130	15.9%	84.1%
WTD	19,780	3,117	15.8%	84.2%
MTD	19,780	3,117	15.8%	84.2%
QTD	254,352	40,652	16.0%	84.0%
YTD	565,366	49,471	8.8%	91.2%

By channel↑ menu

Channel	Buyers	New	% new to file	New-customer sales	New AST	CRM flag
Stores	2,957	470	15.9%	$25.8K	$54.97	—
E-commerce	1,065	157	14.7%	$9.1K	$57.80	—

New-buyer capture by omni family↑ menu

Family	Buyers	New	% new to file
Buy Online, Pick up In Store	48	0	0.0%
Click & Reserve	29	1	3.4%
Order Online From In Store	32	0	0.0%
Real-Time Delivery	17	0	0.0%

The same first-purchase-date rule produces every figure on this page and the new-buyer lines inside the omni panels. There is no second definition (BR-12).

New Customer block↑ menu

new-customer sales are a slice of the same day's net sales, not an addition to them (BR-9)

	Value
New customers	627
Net sales	$34,911.27
% of net sales	13.3%
AST	$55.68
AST index vs fleet	85.2%

Colour tokens: gold = an input the business asserted · blue = a figure presented as given · green = calculated here. Dotted underline = hover for the formula.