← Phase 1 · Our own customers
Phase 1 · Go deeper · the other customers
Everyone else, by pattern
The sixty-two customers below the VIPs, the recurring buyers and the decisive single-order ones, sorted into the four ways they meet the resin. Most never wrote a word; the data is in how they buy.
SageDocs 1B + 1C62 profilesbrowsable
Below the eight VIPs sit forty-nine recurring buyers and thirteen decisive single-order ones. Read alone, each is a quiet line in a ledger. Read together, they sort cleanly into four patterns, and the patterns are where the strategy is.
49
Recurring buyers (B-tier)
13
Decisive single-order (C-tier)
What is true across them
- Trust velocity is brand-surface-dependent, not tier-dependent. B-tier second orders cluster around nine days, so the website, the packaging and the first experience do nearly all the second-order work, not email follow-up.
- The recovery arc is a moat on roughly a quarter to a third of these customers. About ten hit a friction event, mostly stock-outs, and almost none defected. Verbal warmth converts; silent acceptance holds.
- A phone call is the tier above the email apology. Written reassurance was not enough for Ewa Omasta-Dymarska; Sho's call restored the trust, and she came back six weeks later.
- The B2B vector is far larger than retail framing implies. Business-domain emails surface twelve to fifteen of the cohort with deployment potential, spanning music, hospitality, banking, beauty and corporate gifting.
- Near-clean air holds across every tier. Almost no customer names a competitor; the only exception is Błażej Iwanek, recalling an unnamed prior shop's myrrh.
- A modal first-order template recurs (Jade resin, Jade oil, burning kit, silent, £100 to £200) and rarely produces a second order, which means second-order activation is under-developed.
- Two C-tier care-flags need action now: Katarzyna Dałek's unanswered Olibanum Attar request, and Katarzyna Stankiewicz's missing tongs on a vulnerable first order.
01The recurring buyers
Forty-nine who came back, grouped by how they buy. The fastest repeat in the whole group was two days.
Multi-jade buyers5 of 5
Bought a Jade SKU on more than one order, the closest thing to A-tier commitment. Fast and narrow: they deepen the Jade range before exploring other resins.
GF-85E30DA4
2 ordersMulti-jade buyers
£107.64
“to co robisz, to raczej misja niż zwykły biznes” what you do is more a mission than an ordinary business
GF-DF993CED
3 ordersMulti-jade buyers
£189.40
GF-F9B609BC
3 ordersMulti-jade buyers
£241.80
GF-EC80CEF1
2 ordersMulti-jade buyers
£107.98
GF-997741BE
2 ordersMulti-jade buyers
£106.04
“Proszę na spokojnie wysłać całość.” Please send everything together, calmly.
Multi-format buyers15 of 15
Own both an oil and a resin, often on the same first order. Frankincense at the skin and in the smoke in one decision.
GF-FB941468
1 orderMulti-format buyers
£225.36
GF-69CF1E35
1 orderMulti-format buyers
£198.30
GF-938BC55F
1 orderMulti-format buyers
£128.00
GF-B9624436
3 ordersMulti-format buyers
£123.40
“przypomina ropę naftową lub benzynę” it reminds me of crude oil or petrol
GF-17C90B00
1 orderMulti-format buyers
£110.58
GF-ED064D29
1 orderMulti-format buyers
£109.60
GF-140AE916
1 orderMulti-format buyers
£106.74
GF-4E59B89B
1 orderMulti-format buyers
£103.78
GF-0F194D1C
1 orderMulti-format buyers
£103.38
GF-F1E956DB
1 orderMulti-format buyers
£91.20
GF-4F82384C
1 orderMulti-format buyers
£84.78
GF-FBDA071E
1 orderMulti-format buyers
£82.40
GF-74FE535F
1 orderMulti-format buyers
£62.64
GF-F640E8D6
1 orderMulti-format buyers
gifted
“czytając o Twojej pasji miałam wewnętrzny melting” reading about your passion, I had an inner melting
GF-425379F2
1 orderMulti-format buyers
gifted
Resin-led buyers21 of 21
Resin plus burning kit, no oils. The largest sub-group: Polish home-ritual buyers who chose to burn rather than wear.
GF-AF8260D5
2 ordersResin-led buyers
£227.60
GF-0FE77A80
1 orderResin-led buyers
£211.16
GF-AE65D826
1 orderResin-led buyers
£130.86
GF-87AB8B37
1 orderResin-led buyers
£126.54
GF-7F63FC96
4 ordersResin-led buyers
£125.71
GF-31D63B30
1 orderResin-led buyers
£111.00
“Bardzo dziękuję za hojną niespodziankę” thank you very much for the generous surprise
GF-BF815648
1 orderResin-led buyers
£108.80
GF-459669F5
1 orderResin-led buyers
£105.60
GF-FDA725FB
1 orderResin-led buyers
£102.24
GF-AF4CB261
1 orderResin-led buyers
£98.58
GF-DA41DCF3
1 orderResin-led buyers
£94.40
GF-15322486
1 orderResin-led buyers
£84.66
GF-96282AC7
1 orderResin-led buyers
£80.82
GF-CF7EF79C
2 ordersResin-led buyers
£73.20
“Czy wystawiają Państwo faktury VAT?” Do you issue VAT invoices?
GF-0A74A7C5
1 orderResin-led buyers
£68.76
GF-08670B69
1 orderResin-led buyers
£56.16
GF-0D0F07B6
1 orderResin-led buyers
£56.16
GF-10841CC1
2 ordersResin-led buyers
£52.78
GF-B86218B5
1 orderResin-led buyers
£50.78
GF-CBD77A00
1 orderResin-led buyers
£50.78
GF-1BEDD94A
2 ordersResin-led buyers
£49.71
Oil-led buyers8 of 8
Oils and attars, no resin. The smallest sub-group: entry through skin and body rather than smoke, and it skews high-value.
GF-B80D2DAC
1 orderOil-led buyers
£274.00
GF-CF4D944D
1 orderOil-led buyers
£208.60
“Olejki od Ciebie mnie uwiodły :) uwielbiam je” your oils have seduced me :) I love them
GF-CC9BA643
1 orderOil-led buyers
£202.32
GF-4D0BFDC5
2 ordersOil-led buyers
£185.88
GF-E74E13A6
2 ordersOil-led buyers
£181.00
GF-2FAE0E1A
1 orderOil-led buyers
£128.60
GF-9E845EB2
1 orderOil-led buyers
£127.80
“Olibanum is wonderful to fall asleep with”
GF-50977FAC
2 ordersOil-led buyers
£74.72
02The decisive single-order buyers
Engaged single-order buyers: one order, £100 and up, at least one Jade SKU, plus a signal that lifts them above the silent £100 buyer (a question, a warm note, or a large decisive basket). Eight of the thirteen never wrote, so engagement here is mostly behavioural.
GF-57D9BED6
1 orderSilent decisive
£214
GF-BCD0A1FA
1 orderCompleteness
£192.60
“Poproszę abyś wysłał wszystko razem.” Please send everything together.
GF-682F92A1
1 orderSilent decisive
£175.32
GF-2EA9D800
2 ordersQuiet Material Mystic
£153
“Może uda się dzisiaj wysłać? Dziękuję, Joanna” Maybe it can be sent today? Thank you, Joanna
GF-50A9CAAA
1 orderSilent decisive
£144.72
GF-C3BA1DA4
1 orderCultural Producer
£143
GF-E5136A7B
1 orderPractitioner
£119.80
GF-8CA2B79B
1 orderSensory Recoverer
£110.52
“potrzebuję odbudowy i tak zwanego kopa do życia” I need rebuilding and a kick back into life
GF-F4CB49AA
1 orderCultural Producer
£110.52
“chciałam wypróbować zanim jej zakupię prezent” I wanted to try it before I buy her a gift
GF-88FDB496
1 orderPractitioner
£105.40
GF-5B3E7BCB
1 orderQuiet Material Mystic
£103
GF-D80CDA24
1 orderQuiet Material Mystic
£103
GF-636078FF
1 orderSensory Recoverer
£103
“To wszystko jest przepiękne!!! Z pewnością będę stałą klientką” Everything is so beautiful!!! I will certainly be a regular customer
Act this week
Two single-order customers are slipping in real time: Katarzyna Dałek asked to buy the Olibanum Attar she received as a sample and has gone unanswered, and Katarzyna Stankiewicz, a vulnerable first-time buyer, is still owed the brass tongs missing from her order.