generated by the FT customers have fallen by 31%
(black dotted line), whereas those by traditional
coffee customers fall by only 17% (black continuous
line). After three and a half years, the decline in FT
coffee consumption accelerates; this point corresponds
to the average expected inactivity date.
For the mixed customers, we note that traditional
transactions (gray continuous line) evolve similarly
to the coffee transactions for exclusive traditional
customers (black continuous line). Both curves have
the same shape, and though their expected inactivity
dates may differ, traditional coffee transactions for
mixed and exclusive customers move in parallel.
Moreover, the FT coffee transactions for mixed
customers (gray dotted line) fall sharply from the
very start, and by -31% in relative terms in the first
year (see Figure 1). The same reduction takes 5 years
for exclusive FT customers.
generated by the FT customers have fallen by 31%(black dotted line), whereas those by traditionalcoffee customers fall by only 17% (black continuousline). After three and a half years, the decline in FTcoffee consumption accelerates; this point correspondsto the average expected inactivity date.For the mixed customers, we note that traditionaltransactions (gray continuous line) evolve similarlyto the coffee transactions for exclusive traditionalcustomers (black continuous line). Both curves havethe same shape, and though their expected inactivitydates may differ, traditional coffee transactions formixed and exclusive customers move in parallel.Moreover, the FT coffee transactions for mixedcustomers (gray dotted line) fall sharply from thevery start, and by -31% in relative terms in the firstyear (see Figure 1). The same reduction takes 5 yearsfor exclusive FT customers.
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