A customer at risk hasn't left yet, but they're on their way out. This is a life cycle stage that occurs when someone exceeds their usual purchasing pace, reduces their spending, or stops engaging with your messages.

This is the final stage before the customer becomes inactive.

Why does it matter?

Now is the best time to take action. The customer still remembers your brand, and the relationship is still strong, so a timely message may be all it takes to bring them back. If you wait until they’ve become inactive, winning them back is usually more difficult.

• It's been longer than usual since your last purchase.
• Buy fewer items or spend less per order.
• He stopped opening your emails or replying to your WhatsApp messages.

Story mode

Lucia used to shop at an online sports store every month. Now, two months have gone by without any orders. The store detects this, moves her to the at-risk customer segment, and sends her a message with updates on the categories she’s most interested in.

Lucia goes shopping again before the relationship cools off completely.

How to Use It with Data4Sales

Data4Sales automatically identifies your at-risk customers:

• The lifecycle indicates the "At Risk" status, with data updated daily.
• The churn probability model and the days-to-next-purchase model help you plan ahead.
• Audience recipes provide you with segments that are ready to be activated.
• Reactivation flows are triggered automatically via WhatsApp, email, or SMS.

Related terms

• Churn Probability
• Inactive customer
• Time to reorder
• Churn or cancellation rate