At Risk or Dormant Top 25th Percentile Customers by Total Sales
Customers in the top 25th percentile of Total Sales whose loyalty group is now At Risk or Dormant.
Who’s in This Segment
A customer is in this segment when all of these are true:
- Their loyalty group is At risk or Dormant
- Their Total Sales percentile is 75 or higher
At risk and Dormant are the loyalty groups for the customers whose last order was longest ago. With the General / Default cutoffs, that is more than 180 days ago. This segment follows your own cutoffs on Customer Loyalty, so it changes when they do.
Stores that installed By the Numbers before October 2026 keep the rule this segment started with: their last order was more than 365 days ago, whatever the cutoffs. Open the segment to see which rule yours uses.
Every customer who has ordered gets a percentile from 1 (lowest) to 100 (highest) for their Total Sales, ranked against your other customers who have ordered. Customers with no orders get no percentile, so they’re never in this segment.
Percentile 75 or higher is about the top 26% of the customers who have ordered. Customers with the same Total Sales share one percentile, and a tied group is in this segment only when all of it fits. So the segment can hold fewer customers than that, or none.
Total Sales is what the customer has spent across their orders: item prices after discounts, plus shipping, plus tax where your prices don’t already include it, minus refunds.
Orders that were canceled, or whose payment was voided or expired, don’t count toward any of this. Days are counted from the date of the order to today.
Membership is worked out again each time your customer data refreshes, so customers move in and out of the segment on their own.
What to Do With It
Big spenders who have stopped buying, which makes them your highest-value win-back target. Use personal outreach and a strong offer.
To use the segment outside By the Numbers, open it from the Customer Segments page and choose Sync under Sync Destinations. You can send it to Klaviyo, Mailchimp or Attentive for email and SMS, or to Meta, Google Ads, TikTok or Reddit Ads as an audience.
Auto-sync is on by default and resends the segment every 2–4 days, depending on the platform, so the audience keeps matching it. Sync now sends it straight away.
Inside By the Numbers, you can also apply the segment as a filter on reports to see how these customers buy.
Where to Find It
- Customer Segments: this segment is on the Standard Segments tab. Open it to see who’s in it, how it’s trending and where it syncs.
- Customer Loyalty: how your customers spread across loyalty groups by how recently and how often they buy.
- How to Create a Custom Segment: build your own version of this segment with different rules.