Customer file — Tuesday, July 21, 2026

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

Total buyers

2,692

one transaction, one buyer

New to file

388

14.4% of buyers

vs LY

−185 bp

new-to-file share, basis points

Repeat rate

85.6%

2,304 repeat buyers

New-customer sales

$21.5K

12.2% of net · AST $55.33

File size

115,970

identities acquired to date

Windows↑ menu

Window	Buyers	New	% new to file	Repeat rate
LW	24,377	3,882	15.9%	84.1%
WTD	9,240	1,321	14.3%	85.7%
MTD	58,277	9,097	15.6%	84.4%
QTD	292,849	46,632	15.9%	84.1%
YTD	603,863	55,451	9.2%	90.8%

By channel↑ menu

Channel	Buyers	New	% new to file	New-customer sales	New AST	CRM flag
Stores	2,044	328	16.0%	$17.9K	$54.70	—
E-commerce	648	60	9.3%	$3.5K	$58.76	fires

New-buyer capture by omni family↑ menu

Family	Buyers	% new to file
Buy Online, Pick up In Store	44	0.0%
Click & Reserve	28	0.0%
Order Online From In Store	31	0.0%
Real-Time Delivery	14	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	388
Net sales	$21,466.94
% of net sales	12.2%
AST	$55.33
AST index vs fleet	85.0%

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