Customer Segmentation

Turn every order into insight with Mobstep's customer segments

Mobstep automatically analyzes your orders and groups customers into smart segments like Frequent Buyer, New Download, Loyal Customer, Lost Loyalty, and more. Use these segments to run targeted campaigns, increase repeat orders, protect high-value customers, and get a clear picture of your business performance in one glance.

Frequent Buyer

1. Frequent Buyer

Customers who place many completed orders within a short period. They are actively engaged and repeatedly purchasing.

Operational rule:

More than 5 completed (non‑pending) orders within the last 2 months.

Business use cases

Prioritize for loyalty programs and exclusive offers.
Early access to new products.
Ask for reviews and referrals.

Frequent Buyer

New Download

2. New Download

Very recent app users who have just joined and have not purchased yet. They are in an onboarding phase.

Operational rule:

App account created in the last 1 month, with zero completed orders.

Business use cases

Onboarding campaigns (tutorials, welcome emails, first‑order coupons).
Nurture flows to convert the first purchase.

Window Shopper

3. Window Shopper

Customers who downloaded the app a while ago but never purchased. They show initial interest that did not convert.

Operational rule:

App account created more than 1 month ago, with zero completed orders.

Business use cases

Win‑back campaigns with stronger incentives.
Educational content to reduce friction (how to order, payment options).
Identify UX or onboarding issues.

Window Shopper

New Customer

4. New Customer / Recent Beginner

Customers who have started purchasing recently. They made their first order in the recent period and are still forming habits.

Operational rule:

Has completed orders, and the first completed order is within the last 2 months.

Business use cases

Strengthen relationship after first purchase (thank‑you offers, surveys).
Educate on product range and features.
Encourage second/third order to build habit.

Returning

5. Returning

Customers who came back and placed more than one order recently. They are moving from trial to regular usage.

Operational rule:

More than 1 completed order in the last 2 months.

Business use cases

Encourage them toward “Loyal Customer” status.
Bundle offers and personalized recommendations.
Monitor satisfaction to prevent churn.

Returning

Loyal Customer

6. Loyal Customer

High‑value customers with a solid purchase history and at least one recent order. They consistently buy and are less price‑sensitive.

Operational rule:

At least 5 completed orders overall and at least one completed order during the last 3 months.

Business use cases

VIP tier, loyalty rewards, and exclusive perks.
Early access to new features and products.
Invite to referral programs and feedback panels.

Lost Loyalty

7. Lost Loyalty

Previously loyal customers who stopped ordering. They used to buy a lot but have been inactive for a significant time.

Operational rule:

At least 5 total orders and last completed order more than 3 months ago.

Business use cases

High‑priority win‑back campaigns (personalized offers, surveys).
Churn analysis: pricing, competitors, service issues.
Special “we miss you” promotions.

Lost Loyalty

The One-Time Wonder

8. The One-Time Wonder

Customers who purchased only once, a long time ago, and never came back. They converted once but did not form a habit.

Operational rule:

Exactly one completed order, first (and only) order more than 2 months ago, and no additional completed orders after that.

Business use cases

Reactivation offers linked to their first purchase category.
Feedback collection to understand why they did not return.
Targeted tests to improve first‑time experience.

Big Spender

9. Big Spender (High Spender)

Customers with high average order value. When they buy, they typically spend a lot.

Operational rule:

At least one completed order in the last year, with average order total in the last year > 800.

Business use cases

Upsell premium products and bundles.
Offer tailored high‑value promotions.
Priority support and VIP communication.

Big Spender

Low Spender

10. Low Spender

Customers whose typical order value is low. They may be price‑sensitive or buying small/low‑margin items.

Operational rule:

At least one completed order in the last year, with average order total in the last year < 200.

Business use cases

Cross‑sell to increase basket size.
Entry‑level bundles and discounts on add‑ons.
Communication focused on value for money.

Lost

11. Lost

Medium‑engaged customers (some orders, but not many) who have stopped buying recently. They are at risk of complete churn.

Operational rule:

More than 1 and up to 4 completed orders in total, and no completed orders in the last 3 months.

Business use cases

Churn‑prevention and reactivation campaigns.
Small incentives or reminders to return.
Identify issues early before they become “gone forever”.