boringstack | AI customer profit engine for consumer brands

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Our team has built and run operations at

Not all customers are worth the same

Ads, discounts, returns and delivery make the difference. Most brands can't see those costs for each customer.

Customer Aspent $1,240

$1,240

−$520

−$50

−$40

−$220

+$410

SpentProductDiscountsDisc.ReturnsDeliveryDeliv.AdsLeft

Customer Bspent $1,240

$1,240

−$520

−$230

−$215

−$120

−$240

−$85

SpentProductDiscountsDisc.ReturnsDeliveryDeliv.AdsLeft

Why no one can see it

Fragmented data

Product, discount, returns, delivery and ad costs sit in systems that don't connect.

No owner

Marketing runs on ROAS. Finance runs on the total P&L. Nobody owns profit per customer.

Missing capability

Off-the-shelf tools use averages, and most brands have no data team to build it.

For many consumer brands, 1 in 5 customers costs more than what they spend.¹

We model customer profit to unlock AI automations

boringstack joins your data, models what every customer is worth and recommends the best play. The highest value actions run automatically when your team approves them.

Lightspeed
Meta
Google Ads
SAP
Xero
Zendesk
Lightspeed
Meta
Google Ads
SAP
Xero
Zendesk

2 · Join and model

boringstack platform

Agentic data engineering

Commercial & industry expertise

Company context

Customer profit dashboardSee who makes money, who loses it, and why

RecommendationsWho to target, which offer to send, what to change

3 · Automate

boringstack automations

The highest-value plays, sent to the tool that runs them.

AudiencesMetaGoogle Ads
Suppression lists
Returns rules
SMS reminders and offers

✓You approve each play before it runs.

↺ Back into your systems

bos growth framework

Every customer lands in one of four groups by what they spend and what they really contribute after ads, discounts, returns and delivery. Pick a group to see the analysis and the outputs your team gets.

boringstack / Data / Sources FY26 · rolling 12 months HP

Customer map

Every customer placed by what they spend and what they really contribute after product cost, discounts, returns, delivery and ads

Export

Customers

128,400

joined on 4 identity keys

Revenue

$61.2m

all channels, 12 months

Contribution

$16.4m

26.8% of revenue

Lose money

40,700

32% of customers

By group · pick one

Group	Customers	Contribution
Grow	19,300	$15.1m
Protect	68,400	$5.4m
Fix	9,800	−$0.8m
Stop	30,900	−$3.3m
All customers	128,400	$16.4m

Customers A and B both spent $1,240. One left $410, the other cost $85. On revenue alone they look the same.

Refreshed 06:04 todayReconciled to the ledger · variance $0.00mSample of 160 customers shown

Grow

Your most profitable customers, and where to find more like them

Export

Grow customers

19,300

15% of customers

Contribution

$15.1m

92% of the total

Per customer

$782

against $128 on average

Best $1 of ad spend

$2.10

contribution back, brand search

Where new customers come from · contribution after 12 months

Campaign	New customers	Reported ROAS	Per customer	Per $1 spent
Google · brand search	3,880	6.1	$188	$2.10
Meta · full-price prospecting	4,210	2.6	$214	$1.40
TikTok · creator content	2,060	2.1	$96	$0.61
Meta · Advantage+ sale	6,940	4.8	−$18	−$0.22
Stores · first order in store	5,120	–	$246	–

The sale campaign reports the second-best ROAS, but its customers return 41% of what they buy and rarely pay full price. Each $1 spent there loses $0.22.

Recommended play

Profit-based acquisitionGrow

Bid on contribution, not revenue

Lookalike seed: 19,300 Grow customers
Contribution as the conversion value
$40k a month moved out of the sale campaign

ApproveFormatWorth $1.2m

What your team receives

WeeklyLookalike list · 19,300 customers

WeeklyExclusion list · 15,200 customers

DailyOrder values · contribution per order

Refreshed 06:04 todayEcommerce · POS · Ads · Returns · LedgerContribution after product cost, discounts, returns, delivery and ads

Protect

Profitable customers who spend less. Keep them buying without paying them to.

Export

Protect customers

68,400

53% of customers

Contribution

$5.4m

33% of the total

Past their own window

5,340

gone quiet · $1.0m a year

Full-price buyers sent codes

11,200

$0.6m of margin given away

Group	Customers	Contribution	Play	Owner	Worth a year
Regulars, gone quiet	5,340	$1.0m	Win back	Stores and CRM	$0.9m	Approve✓ Approved
Full-price loyalists	11,200	$1.9m	No codes	CRM	$0.6m	Review✓ Approved
Due to buy this month	8,400	$0.9m	Timed reminder	CRM	$0.3m	Review✓ Approved
Store regulars	3,660	$0.6m	Store note	Stores	$0.4m	Review✓ Approved
Steady, on their own cycle	39,800	$1.0m	Leave alone	–	–
All Protect customers	68,400	$5.4m			$2.2m

11,200 customers who always pay full price got 20% codes in the last two sales. That gave $0.6m of margin to people who would have bought anyway.

A regular who buys every 9 weeks at the Brooklyn store hasn't been in for 11. They get a note from their store, not a discount.

Refreshed 06:04 todayEach approved play becomes a list and a brief for the team that owns it

Win back approved · list of 5,340 customers ready for store managers and CRM

Fix

Customers who spend a lot, but discounts and returns eat the margin

Export

Fix customers

9,800

8% of customers

Contribution

−$0.8m

from $7.6m of revenue

Return rate

34%

against 14% for Grow

Orders on a discount

68%

against 12% for Grow

Where the margin goes · average Fix customer, 12 months

Revenue$776

Product cost−$350

Discounts−$163

Returns−$171

Acquisition−$96

Delivery−$78

Contribution−$82

On revenue they look like good customers. Discounts and returns take $334 of every $776.

Recommended rules

Exchange first for serial returners

Customers with three or more returns in 12 months get an exchange or store credit first. A refund stays one click away.

Ops and CX · returns portalWorth $0.5mApprove

One code a quarter for discount-led buyers

Stop stacking promo codes on customers who only buy on promotion. Sale emails go to them once, not every week.

Trading · KlaviyoWorth $0.4mReview

Size advice before the second order

Customers who returned for fit get their size in the next order confirmation.

EcommerceWorth $0.2mReview

Refreshed 06:04 todayReturns graded by reason from the warehouse and the returns portal

Stop

Customers who cost more to win and serve than they pay. Stop paying to find more of them.

Export

Stop customers

30,900

24% of customers

Contribution

−$3.3m

after ads, returns and delivery

Ad spend on them

$1.9m

last 12 months

Average order

$64

against $142 for Grow

Why they lose money	Customers	Contribution	Average order	Play	Owner
Return almost everything	6,900	−$1.3m	$118	Exclude from ads	Growth
Small orders, free delivery	12,400	−$1.2m	$41	Raise threshold	Ecommerce
Clearance only, via retargeting	8,300	−$0.6m	$52	Exclude from ads	Growth
One paid order, never again	3,300	−$0.2m	$76	Cap acquisition cost	Growth
All Stop customers	30,900	−$3.3m	$64

Meta and GoogleExclusion audience

15,200 customers to leave out of prospecting and retargeting

ApproveWorth $0.8m

CheckoutDelivery threshold

Free delivery from $120, not $80, for small-basket buyers

ApproveWorth $0.6m

Refreshed 06:04 todayDelivery cost per order from courier invoices, not a flat rate

Priya R.

ProtectFull-price buyerStore + onlineCustomer since 2021 · Brooklyn

Revenue

$520

last 12 months · $4,180 lifetime

Contribution

$190

after costs, returns, delivery and ads

Orders

buys every 9 weeks

Last order

11 wks

past her own window

Spend by quarter

Q1 25

Q1 26

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

Where she buys

Brooklyn store78%

Where her margin goes · 12 months

Revenue$520

Product cost−$218

Discounts$0

Returns−$41

Ads−$36

Delivery−$24

Service−$11

Contribution$190

Recent activity

3 days agoEmail · opened, no click

11 weeks agoOrder · $214 in store

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

Refreshed 06:04 todayOne customer across POS, ecommerce, email, service and the ledger

How we create an impact

A 20+ store retailer gets personalised customer activations worth $3m↗$3mestimated revenue uplift

Every supplier invoice typed by hand, now 62% automatic↗62%invoices into SAP automatically

Lawyers meeting with a client in their office

Accounts payable from 40 hours a week to 2↗95%less time on accounts payable

Source

Shah et al., Journal of Marketing, 2012: 10–35% of cross-buying customers across five firms were unprofitable; 1 in 5 is illustrative.

Not all customers are worth the same

We model customer profit to unlock AI automations

bos growth framework

How we create an impact

Source

Want to learn more?