A shoes-and-nothing-else crowd, often buying for their children.
Spring race season drives the purchase, and partner channels bring more of it in than anywhere else.
31% High or Top lifetime spend.
Run-Club Shoe Faithful
Marcus
Representative customer
9,747 shoppers · 12.0%
31%Light
40%Moderate
21%High
8%Top
What sets them apart
Come for a performance pair as the season turns, found through site search.
Run-club and verified-service codes show up at checkout; holiday rush and lifestyle styles pass them by.
30% High or Top lifetime spend.
Comfort Stride Crowd
Linda
Representative customer
7,219 shoppers · 8.9%
39%Light
48%Moderate
12%High
1%Top
What sets them apart
One walking shoe, one purpose, one wearer, bought outright and mostly online.
No performance running pair in the box: everything they own from the brand is lifestyle.
13% High or Top lifetime spend.
Single-Lane Runners
Theo
Representative customer
4,882 shoppers · 6.0%
50%Light
25%Moderate
18%High
8%Top
What sets them apart
One product type for one purpose, often running apparel rather than shoes.
Read the returns, policy and support pages before they commit again.
25% High or Top lifetime spend.
Promo-Timed Online Shoe Shoppers
Kayla
Representative customer
4,809 shoppers · 5.9%
35%Light
31%Moderate
25%High
9%Top
What sets them apart
The relationship starts, and usually stops, at a discounted running pair.
November is their month: they come in on the Black Friday markdown, through site search.
34% High or Top lifetime spend.
Fashion-First Footwear Buyers
Tatum
Representative customer
3,788 shoppers · 4.7%
21%Light
52%Moderate
21%High
6%Top
What sets them apart
Style shoppers inside a running brand, choosing from the fashion pages.
Pay a fuller ticket online and leave the performance catalog untouched.
27% High or Top lifetime spend.
Full-Price Road Regulars
Owen
Representative customer
3,566 shoppers · 4.4%
27%Light
41%Moderate
19%High
13%Top
What sets them apart
Single-minded running-shoe buyers who shop the site and nothing else.
Buy in late summer, read the rewards page, and let member pricing do the discounting.
32% High or Top lifetime spend.
Tennis Court Regulars
Victor
Representative customer
3,562 shoppers · 4.4%
38%Light
37%Moderate
20%High
5%Top
What sets them apart
Come for court shoes and nothing else: one proven pair, close to list price.
Running, apparel and promotional hooks pass them by.
24% High or Top lifetime spend.
Style-First Sneaker Buyers
Jade
Representative customer
3,400 shoppers · 4.2%
40%Light
45%Moderate
14%High
2%Top
What sets them apart
A single pair chosen for how it looks, not what it's built to do.
Product pages rarely convert on the spot, and few come back to the site.
15% High or Top lifetime spend.
New Year Speed Seekers
Priya
Representative customer
3,307 shoppers · 4.1%
30%Light
40%Moderate
25%High
5%Top
What sets them apart
A fast performance shoe, ordered online at the turn of the year.
Lifestyle pieces are absent from the basket.
30% High or Top lifetime spend.
Counter-Fit Running Households
Rosa
Representative customer
3,146 shoppers · 3.9%
11%Light
33%Moderate
43%High
13%Top
What sets them apart
Households who buy running shoes at the store counter, not on the site.
Apparel rides along with the shoes; court sports draw no attention.
56% High or Top lifetime spend.
Clearance-Rack Shoe Hunters
Derek
Representative customer
2,994 shoppers · 3.7%
59%Light
27%Moderate
13%High
2%Top
What sets them apart
Outlet shoppers, not brand shoppers: an older model, discounted, bought once.
Member pricing stacks on the markdown; they live on the order and shipping pages.
14% High or Top lifetime spend.
Trailhead Newcomers
Wyatt
Representative customer
2,889 shoppers · 3.6%
40%Light
35%Moderate
20%High
5%Top
What sets them apart
Trail is how they entered the brand: one off-road pair at the pricier end.
Little browsing, almost no email clicks and no curiosity about rewards.
25% High or Top lifetime spend.
Pitch-and-Court Rookies
Mateo
Representative customer
2,854 shoppers · 3.5%
38%Light
45%Moderate
13%High
3%Top
What sets them apart
One online order for one sport need, tilted toward soccer and core performance.
Bought as spring turns to summer, close to list, with loyalty benefits ignored.
17% High or Top lifetime spend.
Accessory-Led Store Visitors
Joan
Representative customer
2,737 shoppers · 3.4%
43%Light
40%Moderate
15%High
2%Top
What sets them apart
A small mixed basket at the counter: an accessory beside a modest shoe.
No sport attached and almost no site browsing either side of the purchase.
17% High or Top lifetime spend.
Warm-Month Running Purists
Nina
Representative customer
2,654 shoppers · 3.3%
40%Light
49%Moderate
10%High
1%Top
What sets them apart
Shoe-only first buyers who pick a freshly launched style in June or October.
No store trip, no add-ons, no rewards sign-in, and email goes unclicked.
11% High or Top lifetime spend.
Opt-Out Footwear Loyalists
Harold
Representative customer
2,554 shoppers · 3.1%
36%Light
36%Moderate
22%High
6%Top
What sets them apart
Loyal shoe buyers who have already reached for the unsubscribe link.
Walking styles fit their routine, and they seldom shop on a phone.
28% High or Top lifetime spend.
Shoes-Only Full-Price Shoppers
Celia
Representative customer
2,491 shoppers · 3.1%
38%Light
43%Moderate
16%High
4%Top
What sets them apart
Come in once, in early fall or November, for a single pair on its merits.
Loyalty pricing sits idle and inbox actions stay quiet.
20% High or Top lifetime spend.
Court Sport Starters
Andre
Representative customer
2,383 shoppers · 2.9%
57%Light
31%Moderate
11%High
1%Top
What sets them apart
Came for one indoor court pair and stopped there.
Court-sport pages draw them in; the running wall goes unshopped.
13% High or Top lifetime spend.
December Running Newcomers
Sienna
Representative customer
2,125 shoppers · 2.6%
48%Light
42%Moderate
10%High
1%Top
What sets them apart
A single running pair at holiday time, at or near list price.
Then quiet on every channel: no run-club code, no apparel, no repeat.
10% High or Top lifetime spend.
Pacewright Running, a Neuralift demo brand, in an illustrative run: the segments and figures are examples. Hover a segment to see what the model found; click one to meet them below.
Industries · Retail & Ecommerce
Your shoppers, modelled beyond RFM.
Retail and ecommerce teams have years of basket, browse and offer data, and RFM cuts and lifecycle stages describe yesterday's customer. Neuralift builds an AI model of your shopper base from your own data, finds the segments inside it, and keeps it current as buying changes.
Every segment comes with a field guide: who they are, how you'd recognise them, and what sets them apart from everyone else.
Use the arrows, swipe, or pick a segment on the map.
Segment 0112.4%
Shoebox Purists
Dana
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.010.11Partner channels deliver purchases: 0.11 in this segment, 0.01 for everyone else.
0.140.67Shoes bought for children: 0.67 in this segment, 0.14 for everyone else.
0.190.53Spring race-season buying: 0.53 in this segment, 0.19 for everyone else.
Segment 0212.0%
Run-Club Shoe Faithful
Marcus
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.050.36Site search used to find the pair: 0.36 in this segment, 0.05 for everyone else.
0.040.29Service and group badges on the receipt: 0.29 in this segment, 0.04 for everyone else.
0.050.29Run-club codes appear at checkout: 0.29 in this segment, 0.05 for everyone else.
Segment 038.9%
Comfort Stride Crowd
Linda
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Everything they own from the brand is a lifestyle shoe: 1.00 in this segment, 0.00 for everyone else.
0.001.00Walking shoes are the purchase: 1.00 in this segment, 0.00 for everyone else.
1.000.00No performance running pair in the box: 0.00 in this segment, 1.00 for everyone else.
Segment 046.0%
Single-Lane Runners
Theo
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Running apparel in the cart: 1.00 in this segment, 0.00 for everyone else.
0.110.00Basketball holds no interest: 0.00 in this segment, 0.11 for everyone else.
0.110.91Support links get clicked: 0.91 in this segment, 0.11 for everyone else.
Segment 055.9%
Promo-Timed Online Shoe Shoppers
Kayla
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.000.50Came in on the Black Friday markdown: 0.50 in this segment, 0.00 for everyone else.
0.001.00November is their buying month: 1.00 in this segment, 0.00 for everyone else.
0.001.00Finds things through site search: 1.00 in this segment, 0.00 for everyone else.
Segment 064.7%
Fashion-First Footwear Buyers
Tatum
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00The purchase is a fashion style: 1.00 in this segment, 0.00 for everyone else.
1.000.00No training shoe in the order: 0.00 in this segment, 1.00 for everyone else.
0.001.00Lifestyle fills the basket: 1.00 in this segment, 0.00 for everyone else.
Segment 074.4%
Full-Price Road Regulars
Owen
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Buys in the late-summer stretch: 1.00 in this segment, 0.00 for everyone else.
0.090.26Member pricing does the discounting: 0.26 in this segment, 0.09 for everyone else.
0.240.71Reads the rewards page: 0.71 in this segment, 0.24 for everyone else.
Segment 084.4%
Tennis Court Regulars
Victor
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Tennis shoes are the purchase: 1.00 in this segment, 0.00 for everyone else.
0.001.00Core performance styles, not fashion pairs: 1.00 in this segment, 0.00 for everyone else.
1.000.00Women's styles thinner here: 0.00 in this segment, 1.00 for everyone else.
Segment 094.2%
Style-First Sneaker Buyers
Jade
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Comes for the look, not the split time: 1.00 in this segment, 0.00 for everyone else.
0.090.00Product pages rarely convert on the spot: 0.00 in this segment, 0.09 for everyone else.
1.000.00Little repeat traffic to the website: 0.00 in this segment, 1.00 for everyone else.
Segment 104.1%
New Year Speed Seekers
Priya
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00They buy at the turn of the year: 1.00 in this segment, 0.00 for everyone else.
0.180.01Lifestyle pieces are absent from the basket: 0.01 in this segment, 0.18 for everyone else.
0.110.01No time on basketball content: 0.01 in this segment, 0.11 for everyone else.
Segment 113.9%
Counter-Fit Running Households
Rosa
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Apparel rides along with the shoes: 1.00 in this segment, 0.00 for everyone else.
0.001.00Buys at the store counter: 1.00 in this segment, 0.00 for everyone else.
0.530.06Court-sport pages draw no attention: 0.06 in this segment, 0.53 for everyone else.
Segment 123.7%
Clearance-Rack Shoe Hunters
Derek
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Buys on the outlet ticket: 1.00 in this segment, 0.00 for everyone else.
0.001.00Member pricing pairs with the markdown: 1.00 in this segment, 0.00 for everyone else.
0.001.00Clicks through order and shipping pages: 1.00 in this segment, 0.00 for everyone else.
Segment 133.6%
Trailhead Newcomers
Wyatt
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Trail pages are the destination: 1.00 in this segment, 0.00 for everyone else.
1.000.00General running shoes are missing from the basket: 0.00 in this segment, 1.00 for everyone else.
1.000.00Skips the road-running pages: 0.00 in this segment, 1.00 for everyone else.
Segment 143.5%
Pitch-and-Court Rookies
Mateo
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Buys as spring turns to summer: 1.00 in this segment, 0.00 for everyone else.
0.001.00Core performance shoe is the pick: 1.00 in this segment, 0.00 for everyone else.
0.500.00Women's styles sit off the usual path: 0.00 in this segment, 0.50 for everyone else.
Segment 153.4%
Accessory-Led Store Visitors
Joan
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Small goods ride along: 1.00 in this segment, 0.00 for everyone else.
0.001.00Unisex styles in the bag: 1.00 in this segment, 0.00 for everyone else.
0.001.00Buys happen in person: 1.00 in this segment, 0.00 for everyone else.
Segment 163.3%
Warm-Month Running Purists
Nina
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Buys in the run-up to summer: 1.00 in this segment, 0.00 for everyone else.
1.000.00Email links go unclicked: 0.00 in this segment, 1.00 for everyone else.
0.330.00The stores never see them: 0.00 in this segment, 0.33 for everyone else.
Segment 173.1%
Opt-Out Footwear Loyalists
Harold
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.003.00Has already asked to be let out of the email: 3.00 in this segment, 0.00 for everyone else.
0.000.50Walking styles fit into the routine: 0.50 in this segment, 0.00 for everyone else.
1.000.00Seldom shows up on a phone: 0.00 in this segment, 1.00 for everyone else.
Segment 183.1%
Shoes-Only Full-Price Shoppers
Celia
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00November is when they shop: 1.00 in this segment, 0.00 for everyone else.
1.000.00Inbox actions stay quiet: 0.00 in this segment, 1.00 for everyone else.
0.100.03Loyalty pricing sits idle: 0.03 in this segment, 0.10 for everyone else.
Segment 192.9%
Court Sport Starters
Andre
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Core performance footwear in the cart: 1.00 in this segment, 0.00 for everyone else.
1.000.00The running wall goes unshopped: 0.00 in this segment, 1.00 for everyone else.
0.001.00Court sport pages draw them in: 1.00 in this segment, 0.00 for everyone else.
Segment 202.6%
December Running Newcomers
Sienna
Representative customer Not a real person, Neuralift does not process or store PII
How you'd recognise them
0.001.00Their whole history happens at holiday time: 1.00 in this segment, 0.00 for everyone else.
0.080.00No run-club ambassador code attached: 0.00 in this segment, 0.08 for everyone else.
0.360.00Apparel stays out of the basket: 0.00 in this segment, 0.36 for everyone else.
01 / 20
This segment Everyone else
“
With Neuralift we were able to very quickly understand our core player audiences, what their value is to the business, what motivates their visit and how we can tailor our offers and marketing strategy to align with their interests.
Most retail customers buy once. Ask your model who'll come back, who's drifting and what brings each of them back, and it comes back with the plays, ranked. Here's an example plan for Pacewright Running, a Neuralift demo brand.
Use case briefPublished
GoalGrow customer value
KPIs, in priority order
1lifetime_spend_labelMove customers into higher bands, above all from Moderate to High.
2orders_labelThis use caseTurn one-time buyers into repeat buyers.
3loyalty_engagement_labelGrow the Engaged group, who spend twice as much and repeat three times as often.
4account_age_labelSee more customers reach Long-standing, five years or more.
Channels
Email
SMS
CRM / Lifecycle
Loyalty / Rewards
Customer Experience
+7 more
Action 01 of 07Protects margin
Trigger the second pair when the first wears out
impact: high
effort: low
confidence: strong
~$208Kest. incremental value
Reaches 29,747 customers · 30% of the base
One more pair moves them up a band
$130their typical lifetime spend todayvs$200where the High band starts
Who
One-order footwear buyers with a known model and size, six to nine months on
Offer
The same model or its successor at list, with free returns and a size hold
Suggested vs observedSuggested Treated
Action 02 of 07Margin neutral
Turn one purchase into a signed-in loyalty account
impact: high
effort: low
confidence: good
~1.7Kest. customers who sign in and activate membership
Reaches 20,808 customers · 21% of the base
Signed-in members spend twice as much
$325engaged membersvs$156everyone else
Who
Recent buyers with zero or one sign-in day
Offer
Free membership: a saved fit profile, restock alerts and replacement timing
Suggested vs observedSuggested Treated
Action 06 of 07Protects margin
Give first-buyers early access instead of a markdown
impact: medium
effort: medium
confidence: good
~$74Kest. incremental value
Reaches 12,683 customers · 13% of the base
They buy models fresh to market
12 momedian time past launch of the freshest model they bought
Who
Full-price buyers whose freshest model was under a year past launch
Offer
A 48–72 hour first look with their size held, at list price
Suggested vs observedSuggested Treated
Action 07 of 07Protects margin
Open the store counter as a second-order channel
impact: low
effort: high
confidence: good
~709est. customers who book a fitting and buy
Reaches 7,093 customers · 7% of the base
The store already wins repeat orders
57%of these households buy againvs31%brand-wide
Who
Store-counter customers, above all households buying for several wearers
Offer
A reserved fitting for every wearer, first pick of new launches and an add-on per pair
Suggested vs observedSuggested Treated
01 / 04
Use cases
Bring a use case. Get the answers.
Bring the use case that matters most. Neuralift ties what its deep learning discovers in your shopper data to the KPIs behind it, and comes back with the shoppers to act on and the plays to reach them.
Lift basket value with the right bundle
Turn first-time buyers into repeat customers
Stop discounting shoppers who'd pay full price
Spot tomorrow's top spenders earlier
Win back lapsed shoppers
Bring online shoppers into our stores
Lift basket value with the right bundle
Turn first-time buyers into repeat customers
Stop discounting shoppers who'd pay full price
Spot tomorrow's top spenders earlier
Win back lapsed shoppers
Bring online shoppers into our stores
Recover abandoned carts without a discount
Personalize email to what each shopper buys
Cross-sell apparel to shoe-only buyers
Plan promotions around real buying seasons
Grow the app's share of orders
Recover abandoned carts without a discount
Personalize email to what each shopper buys
Cross-sell apparel to shoe-only buyers
Plan promotions around real buying seasons
Grow the app's share of orders
Build lookalike seeds from our best customers
Raise average order value
Tell seasonal buyers from true lapsers
Re-engage shoppers who unsubscribed
Make paid media spend go further
Build lookalike seeds from our best customers
Raise average order value
Tell seasonal buyers from true lapsers
Re-engage shoppers who unsubscribed
Make paid media spend go further
raw · orders_and_web_events
event_ts
cust_ref
event
sku
price_paid
promo_code
channel
2026-01-03T07:12:44Z
C-10421
ORDER
PW-RD-2210
160.00
NULL
web
03/01/2026 07:15
c10421
pdp_view
PW-RD-2210
NULL
NULL
WEB
2026-02-11T18:40:09Z
C-33807
ORDER
PW-LS-0412
128.00
web
2026-02-14T12:02:51Z
S-58112
POS_SALE
PW-RD-1907
59,99
OUTLET40
store_114
2026-02-14T12:03:30Z
S-58112
pos_sale
PW-RD-1907
-59.99
OUTLET40
Store 114
2026-03-02T09:21:17Z
C-20966
ORDER
PW-AP-0071
48.00
MEMBER10
store
02-Mar-26 09:24
C-20966
email_click
NULL
NULL
MEMBER10
email
2026-03-05T21:55:03Z
C-46055
ORDER
PW-AC-0310
14
NULL
NULL
shoppers_ai_ready81,138 rows · one per shopper
Keyshopper_id
Cleanednet_spend_usd
s_10421
612
Top
0.00
0.26
0.00
0
s_33807
184
Moderate
1.00
0.00
0.00
0
s_58112
74
Light
0.00
1.00
1.00
1
s_20966
341
High
0.33
0.50
0.00
2
s_71390
129
Moderate
0.00
0.00
0.00
0
s_46055
96
Light
0.50
0.00
0.00
1
Data dictionarylifetime_spend_labelcategory · 4 bands
A new KPI: each shopper's lifetime spend band (Light, Moderate, High, Top), counting store and site orders together, net of returns.
Built fromnet_spend_usdprice_paidevent
Data dictionarylifestyle_unit_sharefloat · 0 to 1
The share of a shopper's units that are lifestyle and fashion styles rather than performance footwear.
Built fromskuevent
Data dictionaryloyalty_discount_unit_sharefloat · 0 to 1
The share of a shopper's units bought on member pricing, with promo codes cleaned and classed by programme.
Built frompromo_codeskuprice_paid
Data dictionaryoutlet_discount_unit_sharefloat · 0 to 1
The share of a shopper's units bought on an outlet markdown, after returns and voided sales are netted out.
Built frompromo_codeprice_paidevent
Data dictionaryorders_retailinteger · orders
Orders rung up at a store counter, with store and site identities joined so one shopper counts once.
Built fromcust_refchannelevent
Your data
Your shopper data, made AI-ready.
Discovery starts by transforming the data you already have. Neuralift turns it into an AI-ready
asset, engineers the features your use case needs, creates new KPIs and documents every one.
An AI-ready asset. Orders, returns, web sessions and email events from store and site, cleaned and joined into one model-ready table per shopper.
Engineered features. The signals your use case needs, found and built for you: lifestyle share, member and outlet pricing, store versus site, buying season.
New KPIs. Measures your business didn't have before, like a lifetime spend band that counts store and site together.
A data dictionary. Every column defined and traced to its source, with context on your shoppers you didn't have before.
It fuels the deep learning, and it's yours to keep. Your data science teams can build on it, and so can
your own agentic and AI applications.
From the Insights Library
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