The decision layer for growing mid-market organisations

We turn messy data into measurable outcomes for your team and agents

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Organisations with $1 billion in combined revenue

boringstack / Data / Sources FY26 · rolling 12 months HP

Sources

Add source

Sources

all synced today

Records landed

14.8m

last 24 months

Customers joined

128,400

on 4 identity keys

Orders matched

99.2%

to a known customer

Connected sources

Source	Feeds	Records	Status
SHShopify	Ecommerce	1.42m	Synced 06:04
LSLightspeed	POS · 38 stores	3.10m	Synced 06:04
KLKlaviyo	Email	9.80m	Synced 06:03
ZDZendesk	Service	0.09m	Synced 06:02
XEXero	Ledger	0.41m	Synced 06:01

Your AWS tenancy

harbour-pine-produs-east-1Healthy

Landed14.8m rows

Validated14.6m rows

Joined128,400

Ready for agents12 tables

Your SSOEncrypted at restZero-retention model APIs

Refreshed 06:04 todayNext sync 06:00 tomorrow

Definitions

The semantic layer: one set of definitions every report and agent reads.

Propose a change

Terms defined

22 agreed, 2 in review

Owners

one per definition

Systems mapped

every field traced to source

Conflicts resolved

different answers, one number

Business definitions

Term	What it means	Built from	Owner	Status
Active customer	Bought in the last 12 months, in store or online	Shopify, Lightspeed	Head of Customer	Agreed
Contribution	Revenue less product cost, freight, returns and service	Shopify, Lightspeed, Xero, Zendesk	CFO	Agreed
Store sale	A paid POS order, excluding staff sales and samples	Lightspeed	Head of Retail	Agreed
Repeat customer	Two or more orders, at least 30 days apart	Shopify, Lightspeed	Head of Customer	In review

How many customers do we have?

Shopify said96,200

Lightspeed said71,900

Klaviyo said142,300

Agreed answer: 128,400 active customers. Each person is counted once across every system, matched on email, phone, loyalty ID and card.

Every report and agent reads these definitionsLast change approved by the CFO 2 days ago

Profit and loss

FY26 · all channels · $m

By store Export

Revenue

$61.2m

+4.1% vs FY25

Gross margin

53.9%

−0.6 pts vs FY25

Cost to serve

$6.9m

+11.4% vs FY25

Contribution

$16.4m

26.8% of revenue

By channel

$m	Online	Stores	Total
Revenue	24.6	36.6	61.2
Gross margin	12.8	20.2	33.0
Cost to serve	(5.2)	(1.7)	(6.9)
Marketing	(3.0)	(1.1)	(4.1)
Store labour	–	(5.6)	(5.6)
Contribution	4.6	11.8	16.4

Cost to serve grew 11.4% against revenue at 4.1%. Online returns are $0.5m of the $0.7m increase.

Contribution by month

1.1

Jul

1.1

Aug

1.2

Sep

1.3

Oct

1.9

Nov

1.6

Dec

1.2

Jan

1.2

Feb

1.3

Mar

1.4

Apr

1.5

May

1.6

Jun

Reconciled to Xero 06:04 todayVariance to ledger $0.00m

Priya R.

Repeat VIPStore + onlineMember since 2021 · Brooklyn

Lifetime value

$4,180

top 4% of customers

Contribution

$1,120

after returns and freight

Orders

buys every 9 weeks

Last order

11 wks

past her own window

Spend by quarter

Q1 25

Q1 26

Bought in every quarter for three years, then nothing for 11 weeks. Her own repeat window is 9.

Where she buys

Brooklyn store78%

Online22%

Next best action

RecommendedWin back

Personal note from her Brooklyn store

Buys in store 8 times out of 10, not by email
Never bought on discount, so no markdown
Two staples reordered 6 times, in stock now

ApproveAdjustWorth $620

Recent activity

3 days agoEmail · opened, did not click

11 weeks agoOrder · $214 · Brooklyn store

12 weeks agoService · sizing question, resolved same day

Segments and actions

Each segment has a decision, an owner and a value. Approved actions go straight to the team that runs them.

Export

Segment	Customers	Contribution	Decision	Owner	Worth a year
Repeat VIPs	9,120	$7.9m	Protect	CRM	$0.5m	✓ Live
Full-price loyalists	14,600	$5.2m	Hold price	Trading	$0.3m	Review✓ Approved
High value, gone quiet	5,340	$3.1m	Win back	Stores	$0.9m	Approve✓ Approved
Discount-led	31,200	$1.1m	Reprice	Trading	$0.4m	Review✓ Approved
One and done	61,240	$0.4m	Nurture	Marketing	$0.2m	Review✓ Approved
Heavy returners	6,900	−$1.3m	Stop paying	Ecommerce	$0.8m	Review✓ Approved
All customers	128,400	$16.4m			$3.1m

6,900 customers cost $1.3m more to serve than they pay. They sit inside the same channel report as the VIPs.

Refreshed 06:04 todayEcommerce · POS · Email · Service · Ledger128,400 customers joined on 4 identity keys

Win back approved · 5,340 customers sent to store managers and Klaviyo

Turning messy data into better decisions

TodayData sits in silos

No two systems agree on the customer.

With boringstackOne view of customers and stores

Every source joined and reconciled.

TodayNo capacity to act

Nobody has time to turn data into decisions.

With boringstackInsights lead to actions

Every action has an owner and value.

TodayNothing trustworthy for agents

Fragmented data makes unreliable workflows.

With boringstackData ready for agents

Trusted tables unlock agentic workflows.

The decision layer for growing mid-market organisations

Turning messy data into better decisions

Want to learn more?