Platform: Enolytics DTC
Summary:
What it shows: This ready-made report identifies your most valuable non-club customers who are showing concerning velocity declines. It displays customers whose (1) recent 365-day spending, order frequency, and bottle purchases have all dropped to less than 70% of their previous 365-day performance, (2) excluding any club channel purchases, and (3) focusing only on wine products from your Loyal and Top customer segments (including those "to watch").
Who should use it:
• DTC managers tracking customer retention outside the wine club
• Marketing teams planning re-engagement campaigns for declining VIP customers
When to use it:
• Monthly reviews to catch valuable customers before they become at-risk
• When building targeted campaigns to re-energize your best non-club buyers
• Before launching retention offers to high-value customers showing decline patterns
Questions this report answers:
• "How do I find my best customers who are buying less frequently than they used to?"
• "Can I get a list of loyal customers whose spending has dropped significantly this year?"
• "Where can I see which top customers are slowing down their purchases outside of club?"
• "How do I pull a report showing valuable customers with declining order patterns?"
• "Which of my VIP non-club customers need immediate attention before they churn?"
Tip: The velocity scores show the ratio of recent performance to previous performance — scores below 0.7 mean they're performing at less than 70% of their historical pace. Use the RFM Category column to prioritize outreach to "Top Customers" first.
Note: Parts of this article were generated with AI and may not be perfect. If something looks off or could be better, click the 😞 below — it opens a quick chat so you can let us know.
📂 How to Access This Report
This is a public bookmark — a pre-built report ready for you to use. You don't need to create it from scratch.
To open it:
Click the Bookmarks icon in the left sidebar
Look under Public Bookmarks
Open the folder: ENO Preset Campaigns/Customer Loyalty/Velocity
Click Declining Velocity outside the Club
Quick Stats:
6 filter(s) applied
8 dimension(s) displayed
3 measure(s) displayed
Report Page: Build Beyond Limits | Advanced Reporting
Filter Behavior: When you select this bookmark, your existing filters will be replaced with the bookmark's saved filters.
📝 Original Description
Report shows high-value non-club customers with declining spending, order frequency, and bottle purchases below 70% of previous performance.
Filters Applied
The following filters narrow down the data in this bookmark:
Dimension Filters:
Rfm Category is one of: Loyal Customers, Top Customers, Loyal Customers to Watch, Top Customers to Watch
Product Type is one of: Wine
channel is not one of: Club
Measure Filters:
Orders (Excl $0) Velocity Score is less than 0.7
Net Sales Velocity Score is less than .7
750ml Bottles (Excl $0) Velocity Score is less than 0.7
📋 Columns Displayed
Dimensions:
Customer Number — The outbound facing unique identifier. This can be different depending on the CRM. WD and VST use a customer_number (that is what prompted the naming), Commerce7's unique identifier is the email address.
First Name — Contact first name as defined in the contacts table
Last Name — The name of the actual club as specified in the respective CRM. (eg. 3 Bottle Pinot Noir Club). A customer can belong to multiple clubs at once but the club itself can only exist once within the winery data.
Contact Email — Contact's primary email. If contact has multiple emails, this is will be the primary. This is NOT an array of emails.
Contact Phone — Contact's primary phone number. If contact has multiple phone numbers, this is will be the primary. This is NOT an array of phone numbers.
RFM Category — Category associated with the RFM score
Days Since Contact Last POS Order — Number of days since last POS order. **Origin: Calculated**
Small Metro Area — The small metro area the contact is living in (based on the zip code lookup of the census data)
Measures:
ℹ️ Additional Details
Bookmark ID:
ce3d3435-43cb-4e31-946d-2386468af18e