Customer file — Sunday, July 19, 2026

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

Total buyers

3,613

one transaction, one buyer

New to file

512

14.2% of buyers

vs LY

−169 bp

new-to-file share, basis points

Repeat rate

85.8%

3,101 repeat buyers

New-customer sales

$28.3K

12.0% of net · AST $55.27

File size

115,161

identities acquired to date

Windows↑ menu

Window	Buyers	New	% new to file	Repeat rate
LW	24,377	3,882	15.9%	84.1%
WTD	3,613	512	14.2%	85.8%
MTD	52,650	8,288	15.7%	84.3%
QTD	287,222	45,823	16.0%	84.0%
YTD	598,236	54,642	9.1%	90.9%

By channel↑ menu

Channel	Buyers	New	% new to file	New-customer sales	New AST	CRM flag
Stores	2,680	427	15.9%	$23.3K	$54.58	—
E-commerce	933	85	9.1%	$5.0K	$58.74	fires

New-buyer capture by omni family↑ menu

Family	Buyers	New	% new to file
Buy Online, Pick up In Store	111	1	0.9%
Click & Reserve	37	0	0.0%
Order Online From In Store	45	0	0.0%
Real-Time Delivery	23	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	512
Net sales	$28,297.14
% of net sales	12.0%
AST	$55.27
AST index vs fleet	84.9%

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