Customer file — Monday, July 20, 2026

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

Total buyers

2,935

one transaction, one buyer

New to file

421

14.3% of buyers

vs LY

−178 bp

new-to-file share, basis points

Repeat rate

85.7%

2,514 repeat buyers

New-customer sales

$23.3K

12.1% of net · AST $55.32

File size

115,582

identities acquired to date

Windows↑ menu

Window	Buyers	New	% new to file	Repeat rate
LW	24,377	3,882	15.9%	84.1%
WTD	6,548	933	14.2%	85.8%
MTD	55,585	8,709	15.7%	84.3%
QTD	290,157	46,244	15.9%	84.1%
YTD	601,171	55,063	9.2%	90.8%

By channel↑ menu

Channel	Buyers	New	% new to file	New-customer sales	New AST	CRM flag
Stores	2,194	352	16.0%	$19.2K	$54.57	—
E-commerce	741	69	9.3%	$4.1K	$59.13	fires

New-buyer capture by omni family↑ menu

Family	Buyers	% new to file
Buy Online, Pick up In Store	88	0.0%
Click & Reserve	33	0.0%
Order Online From In Store	31	0.0%
Real-Time Delivery	17	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	421
Net sales	$23,288.57
% of net sales	12.1%
AST	$55.32
AST index vs fleet	84.7%

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