---
title: Create lapsed purchaser Audience
slug: tesco-hol-q12026/create-lapsed-purchaser-audience
docTags: 
createdAt: 2025-07-09T14:34:11.122Z
---

### Objective

Identify customers who previously purchased a Meal Deal but have not done so recently. This is the trigger for the win-back journey.

A **lapsed purchaser **is defined as someone who:

- Bought meal deals regularly last month
- Has not bought a meal deal in the past 7 days.

## Audience Overview

:::hint{type="info"}
To log into the Adobe Experience Platform, check the [Welcome!](#)**  **section.
:::

To get an overview of the available audiences in Adobe Experience Platform:

1. In the menu on the left side, click on **Audiences**. You will see a dashboard overview with information on a specific audience.
2. Click on **Browse** in the tab bar. You will see an overview of all existing Audiences.

::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/ES1uC2aWJzBZHAYJ0Nsa9-20260223-192636.png" size="100" width="3016" height="1550" position="center" showCaption="false" indent="1"}

## Create a lapsed meal deal purchaser audience

We aim to define a rule that will include our lapsed purchasers. 

We want to target these customers in our "win back" journey with personalised communications and offers.

:::hint{type="warning"}
If you prefer to skip building this audience, you can use `Tesco - Lapsed Meal Deal Purchaser` and continue to the next step, **Create the offer strategy**.
:::

1. Click on **+ Create Audience**. This will open the *Create Audience* popup.
2. Select **Build Rule** as the creation method.

   ![](https://api.archbee.com/api/optimize/6H6rknlvdVrktAepVnpsA-Q7Gp_UdmFIo6TT0RMFgrf-20250508-124756.png)
3. This will open the Rule Builder. You will immediately notice the **Attributes** tab selected beneath **Fields**, as well as the **XDM Individual Profile** selector under **BROWSE ATTRIBUTES.**

::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/69dK8dLD2EkpuxmTKJ0UL_image.png" size="100" isUploading="false" width="1918" height="1049" darkWidth="1918" darkHeight="1049" showCaption="false" indent="1"}

Let's build an audience for our lapsed meal deal customers:

1. Select the **Events** tab in the Fields section (next to Attributes).
2. In the text search field, type `purchases`. You will see one event in the list below `EVENT TYPES` , **Purchases**.
3. Drag the **Purchases** event onto the canvas where it says **Start Building**.

::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/JiUxkIMoQKdtjBezEmibc_tesco1.jpg" size="100" isUploading="false" width="3004" height="1513" showCaption="false" indent="1"}

1. Select the purchase event on the canvas to open the **Event Rules **tab
   1. Return to the main **Events** tab.
   2. In the text search field, type `category`. You will see 2 events in the list, subCategory and mainCategory.
   3. Drag the **mainCategory** event onto the canvas in the Event Rule where is says **Add event field**.
   4. In the rule, select *equals* from the dropdown and enter **Meal Deal** in the text field.

Your Audience should now include: 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/6VpMeJv4CqObRTMnTskd3-20260223-194111.png)

The rule now includes all customers who have purchased a meal deal.

However, a **lapsed purchaser **is defined as someone who:

- Bought meal deals regularly last month
- Has not bought a meal deal in the past 7 days.

Lets refine our rule further.

First, let's define "regularly". We approximate a weekly habit by requiring at least 9 purchases in the past month (\~3 per week).

To define the amount of times the purchase event occured:

1. In the **Event Rules** section, select the condition `Include` `At least 1` , and increase this to `At least 9`.

::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/JaePuAS1Ip1svawYOJmg8_screenshot-2026-02-23-at-202306.png" size="100" isUploading="false" width="1278" height="632" showCaption="false" indent="1"}

To apply a time rule:

Time rules let us compare past behaviour vs recent behaviour to detect a change in habit.

1. In the **Event Rules** section, select the three dots in the top right.
2. Toggle **Apply time rule**

::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/epb7JVKQDZhkFQYzFcsrW_screenshot-2026-02-23-at-200736.png" size="100" isUploading="false" width="1868" height="668" showCaption="false" indent="1"}

3. At the bottom of the Event Rule, change the time rule from `Today` to `In Last 1 month` using the drop downs.

The rule now includes all customers who have purchased at least 9 meal deals over the past month. 

:::hint{type="info"}
Reminder, a **lapsed purchaser **is defined as someone who:

- Bought meal deals regularly last month *(now correctly defined in the rule)*
- Has not bought a meal deal in the past 7 days *(to be defined)*
:::

We now want to exclude recent purchasers so we only keep customers whose habit has stopped.

To exclude the customers who purchased in the last week:

1. Return to the main **Events** tab.
2. In the text search field, type `purchases`. You will see one event in the list below `EVENT TYPES` , **Purchases**.
3. Drag the **Purchases** event onto the canvas **underneath **the existing purchase event to create an **And **condition.
4. Click on this new purchase event to open the **Event Rules **section.

::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/XfMzWDtCGpIUdWZSvTImI-20260223-203138.gif" size="100" width="2972" height="1530" position="center" showCaption="false" indent="1"}

5. Return to the main **Events** tab.
6. In the text search field, type `category`. You will see 2 events in the list, subCategory and mainCategory.
7. Drag the **mainCategory** event onto the canvas in the Event Rule where is says **Add event field**.
8. In the rule, select *equals* from the dropdown and enter **Meal Deal** in the text field.

To apply a time rule:

1. In the **Event Rules** section, select the three dots in the top right.
2. Toggle **Apply time rule**
3. At the bottom of the Event Rule, change the time rule from `Today` to `In Last 1 week` using the drop downs.

Lastly, we want to exclude these customers: 

1. In the **Event Rules** section, select the condition `Include` `At least 1` , and change this to `exclude` using the drop down.

Your Audience should now include: 

::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/ylgK8sDVUUvkPhXh5Zc1m_screenshot-2026-02-23-at-203618.png" size="100" isUploading="false" width="1747" height="836" showCaption="false" indent="1"}

:::hint{type="info"}
This Audience will now include all customers who have regularly purchased meal deals in the last month, but haven't purchased in this past week.
:::

Let's save the audience now. 

1. Enter the name as `[Your Name] - Lapsed Meal Deal Purchaser`. 
2. Select Evaluation method as **Batch**. *Note: We use batch because this audience depends on historical behaviour rather than a single real-time event.  *
3. Click on the **Publish** button at the top right to publish the audience. 

:::hint{type="success"}
You have now successfully created an audience using the Adobe Experience Platform Audience Builder.
:::