Customer file — Wednesday, July 22, 2026

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

Total buyers

2,984

one transaction, one buyer

New to file

428

14.3% of buyers

vs LY

−202 bp

new-to-file share, basis points

Repeat rate

85.7%

2,556 repeat buyers

New-customer sales

$23.5K

12.1% of net · AST $54.94

File size

116,398

identities acquired to date

Windows↑ menu

Window	Buyers	New	% new to file	Repeat rate
LW	24,377	3,882	15.9%	84.1%
WTD	12,224	1,749	14.3%	85.7%
MTD	61,261	9,525	15.5%	84.5%
QTD	295,833	47,060	15.9%	84.1%
YTD	606,847	55,879	9.2%	90.8%

By channel↑ menu

Channel	Buyers	New	% new to file	New-customer sales	New AST	CRM flag
Stores	2,288	364	15.9%	$19.7K	$54.18	—
E-commerce	696	64	9.2%	$3.8K	$59.25	fires

New-buyer capture by omni family↑ menu

Family	Buyers	% new to file
Buy Online, Pick up In Store	36	0.0%
Click & Reserve	21	0.0%
Order Online From In Store	28	0.0%
Real-Time Delivery	18	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	428
Net sales	$23,514.47
% of net sales	12.1%
AST	$54.94
AST index vs fleet	84.6%

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