New, Lost and Retained Shoppers
Definition
A shopper segmentation framework that categorizes consumers based on their purchase behavior over time, identifying whether they are new to a brand or retailer, have stopped purchasing, or continue to purchase consistently. This framework is used to evaluate acquisition, retention, and churn.
How It's Calculated
Shoppers are classified over a defined time period based on purchase behavior:
New Shoppers: did not purchase in the prior period but purchase in the current period
Retained Shoppers: purchased in both prior and current periods
Lost Shoppers: purchased in the prior period but not in the current period
Example
A snack brand analyzes year-over-year shopper data and finds that 20% of buyers are new shoppers, 60% are retained, and 20% are lost, helping inform acquisition and retention strategies.
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