Glossary
Lapsed customer
A customer who hasn’t ordered in a while: longer than their own usual gap between orders. A shopper who still orders on another profile only looks lapsed.
By MergeGuard team
Last updated
A fixed cut-off, such as “no order in 90 days”, treats a monthly buyer and a twice-a-year buyer the same. Comparing each customer with their own usual gap between orders gives a fairer list.
Duplicates add false alarms. A shopper who moved to a new email still buys, but their old profile goes quiet and lands on the win-back list. In MergeGuard’s demo store: 905 customers look like they stopped ordering → 842 really did; 63 still buy on another profile Demo store (Northsail Supply). Those 63 would otherwise get a “we miss you” discount. See win-back audiences.
Related
- Win-back listsMergeGuard’s win-back audience checks every Shopify profile a customer has before saying they stopped ordering, so your discount skips people still buying.
- How duplicate customers distort your repeat purchase rateHow duplicate Shopify profiles distort repeat purchase rate and value per customer, with the formulas, a worked example and steps to measure it on your store.
- Duplicate customer profileA duplicate customer profile is a second Shopify profile for the same person. Learn how to spot one, how to tell it from relatives, and what to do next.