Cohorts & LTV
Repeat-purchase rate by first-purchase month · M0 = first order · grid reads across months since
| Cohort | Customers | M0 | M1 | M2 | M3 | M4 | M5 | M6 |
|---|---|---|---|---|---|---|---|---|
| Jan 2026 | 3,842 | 100% | 31% | 26% | 24% | 21% | 19% | 18% |
| Feb 2026 | 3,517 | 100% | 29% | 25% | 22% | 20% | 18% | — |
| Mar 2026 | 4,108 | 100% | 30% | 26% | 23% | 21% | — | — |
| Apr 2026 | 3,690 | 100% | 28% | 24% | 22% | — | — | — |
| May 2026 | 3,954 | 100% | 29% | 25% | — | — | — | — |
| Jun 2026 | 3,402 | 100% | 27% | — | — | — | — | — |
| Jul 2026 | 3,771 | 100% | 28% | — | — | — | — | — |
| Aug 2026 | 4,006 | 100% | — | — | — | — | — | — |
M1 steady at 27–31% all year — the welcome series + $10 credit holds the first-repeat door open. M2→M3 decay is where Win-back Q3 earns its keep.
LTV by tier (12-month, GST-incl, refunds netted)
Gold + VIP (5,918)$3,940
Silver (41,206)$1,210
Bronze (167,000)$380
Charlotte Murray sits mid-Silver on $4,218 actuals — tiers lag reality by a quarter; the 360° profile is the live truth.
First-order channel → M3 repeat
| Channel | Cohort size | M3 repeat | Blended CAC |
|---|---|---|---|
| Organic search | 1,204 | 26% | $0 |
| Member referral | 612 | 31% | $20 credit |
| Paid social | 988 | 19% | $34 |
| Marketplace import | 402 | 12% | $41 |
Referral cohorts repeat like organic and cost a $20 credit — the cheapest growth lever we have; Growth to propose a doubling test for Oct.