This Hop maps customer spend based on their first purchased product and observes the value of their consecutive purchases within the specified timeframe. This is especially useful to identify the products that drive customer retention and spend. To better understand the report, here’s what each metric means:

• First Time Customers: Number of first-time customers that purchased the product.

• First Order Total Sales: The total sales value of the first order from first-time customers who purchased the product.

• All Consecutive Total Sales: This is the consecutive total sales value (ie excluding the first order total sales) from first-time customers who had the product in their first order.

• Total Orders: Total number of orders from customers who purchased the product in their first order.

• Average Customer Value: This is calculated by dividing the sum of the First Order Total Sales and All Consecutive Total Sales by the number of First Time Customers.

• Rank: This is a ranking of Average Customer Value for all products in the report.

For better decision-making, run this report to cover long periods (at least 6 months). It is also important to note that this report is sorted by product category.