Customer file — Sunday, July 12, 2026

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

Total buyers

3,500

one transaction, one buyer

New to file

566

16.2% of buyers

vs LY

−2 bp

new-to-file share, basis points

Repeat rate

83.8%

2,934 repeat buyers

New-customer sales

$31.3K

13.8% of net · AST $55.30

File size

111,333

identities acquired to date

Windows↑ menu

Window	Buyers	New	% new to file	Repeat rate
LW	24,660	3,894	15.8%	84.2%
WTD	3,500	566	16.2%	83.8%
MTD	28,160	4,460	15.8%	84.2%
QTD	262,732	41,995	16.0%	84.0%
YTD	573,746	50,814	8.9%	91.1%

By channel↑ menu

Channel	Buyers	New	% new to file	New-customer sales	New AST	CRM flag
Stores	2,691	431	16.0%	$23.5K	$54.55	—
E-commerce	809	135	16.7%	$7.8K	$57.71	—

New-buyer capture by omni family↑ menu

Family	Buyers	% new to file
Buy Online, Pick up In Store	56	0.0%
Click & Reserve	28	0.0%
Order Online From In Store	46	0.0%
Real-Time Delivery	15	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	566
Net sales	$31,302.37
% of net sales	13.8%
AST	$55.30
AST index vs fleet	85.1%

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