Customers who have recently ordered but their order amounts are lower than the store average.
The store needs to understand: is it a merchandise issue where customers just order inexpensive products or is it a marketing issue that attracts lower spenders? To be sure, the retailer needs to look into why the order values are low. For example, this could be due to the customer’s interest in one-off short-dated beer and soft-drink.
Offering incentives to such customers for boosting the order value can be a productive measure (e.g. Free Shipping over X, Gift with orders over Y).