Case Study: Backcountry improves customer lifetime value insights with Retina AI

Backcountry - Customer Case Study

Backcountry, the outdoor gear and clothing company, wanted to better understand customer retention and whether declining performance was being driven by lower lifetime value among new customers or churn among high-value customers. To answer this, Backcountry worked with Retina AI to analyze customer-level retention and customer lifetime value.

Retina AI evaluated customers at the individual level and performed a customer lifetime value migration analysis to track how brand loyalty changed over time. The analysis identified customers whose CLV had downgraded across quarters, years, and five-year windows, and helped Backcountry pinpoint upgrade opportunities; Retina AI found that 27% of middle-tier customers could move into higher CLV tranches, while also surfacing important drivers such as social and display media and jackets as a high-value category.

Backcountry