Defection Risk Average Spenders
Customers who spent near the average amount on their orders compared to others but are potentially switching away from the store.
Don’t prioritize this list for store’s campaigning but the campaigns targeted on them can be modestly successful. Therefore, deploy win-back and re-engagement emailers that motivate them to place another order. Tactics that boost AOV above the overall store’s AOV can also transition some of these customers into high spenders at the same time.