An active customer is a customer that shops at a certain frequency, defined by the retailer, with a defined recency time frame. For example, if that frequency level is defined as at least one shopping trip every 4 weeks over a period of, say 12 months, every customer that corresponds to that pattern (shop at least 1 time every 4 weeks during a period of 12 months) is considered active.

A Customer who shops below a defined threshold of this pattern will be considered as inactive.




Active Customers 

Customer with Shopping pattern >= Minimum Shopping Pattern 


Alerts on decreasing number of active customers in a shop, e-commerce site or marketplace will invite CRM teams to investigate invite CRM teams to investigate why. Several factors can be at the origin of the decrease 

  • Assortment: customers can’t find their favorite products) 

  • Price: Prices are not competitive anymore 

  • Service:  there are service issues, online or in-store 

  • Promotions: there is not enough attractive promotions anymore 

  • Competition: Competition is stealing customers with more attractive offers 

  • Loyalty Program: the current loyalty program is not attractive any more or less attractive than the competition 

  • Communication: The benefits for Customers are not enough clearly communicated to Customers 

How to access Active customer in Ulys:2 Simple Steps

Step 1: Select Buying Pattern under the Behaviors Menu in the Menu Bar.

Step 2: Select the Option in the Filter Menu and select the frequency and period you want to measure.

And here it is. The number of active customers will appear in the Active Customer widget.

You can also extract the List of Customers who are identified as Active Customer from the Table icon.