We group your customers into three segments, Loyal, At risk and Win back, by how recently and how often they order. You'll find them under Customers, then Segments.

Each segment has its own page showing how many customers are in it, a key figure for the group, and a list of its customers. From there you can export the segment, or use it as the audience for a campaign or challenge.

These segments used to sit on the Insights page under Analytics. That page has been replaced, and links or bookmarks to it now open your Dashboard.

Segments show you who your best customers are, who is starting to drift, and who has already gone quiet, so you can treat each group differently. Thank your Loyal customers with early access to a reward drop, give At risk customers a points multiplier to bring their next order forward, or send Win back customers a well-timed offer to recover their business.

We group your customers once a month, from the orders they placed in the last 12 months. Canceled orders are not counted.

Every customer with an order in that time is ranked twice: once on recency, how recently they last ordered, and once on frequency, how many orders they placed. Each ranking is cut into five equally sized groups, called quintiles. The top quintile is the most recent fifth of your customers, or the most frequent fifth, and so on down to the bottom fifth. Each segment is built from a customer's position in those two rankings.

Quintiles are relative to your own customers rather than a fixed benchmark, so the cut-off between one segment and the next moves as your customers change. A customer can move to a different segment because the customers around them changed, even if their own ordering did not.

Each segment's page shows the number of customers in it, how many of them are members of your loyalty program, and one key figure for the group.

Repeat customers in your top 40% for both how often and how recently they order. They have placed at least 2 orders, and sit in the top two quintiles for both recency and frequency.

The key figure on the Loyal page is Share of revenue: these customers' share of your revenue from the last 12 months.

Focus on keeping these relationships strong so they keep coming back.

Customers who haven't ordered as recently as your top 40%, and aren't in Win back. They sit in the third and fourth quintiles for recency.

The key figure on the At risk page is Usual gap between orders: how long customers with 2 or more orders in the last 12 months usually wait between orders. The customer list is sorted by last order, most recent first, and compares each customer's time since their last order against that gap.

Reach out with a reminder or an incentive to encourage them to order again.

The 20% of your customers who have gone longest without ordering. They sit in the bottom quintile for recency, and are likely to have stopped ordering from you.

The Win back page shows the same Usual gap between orders figure as At risk, and sorts its customers the same way.

A well-timed promotion is the best way to recover their business.

You need permission to manage customers to see the Segments page.

You can export the customers in a segment from that segment's page.

Exporting a segment needs permission to configure your program as well as permission to manage customers.

Points multipliers, reward drops, points drops, reward discounts, birthday bundles and challenges can all be limited to a segment, or can leave one out.

To start a campaign or challenge from a segment, open the segment's page and click Use segment, then choose what to create. The segment is already set as its audience.

To choose a segment from inside a campaign or challenge, select Members in a segment in its audience section and pick the segment. You can also leave out up to 3 segments under Excluded segments. Members in an excluded segment miss out on the campaign even if they're otherwise eligible.

Only members of your loyalty program can take part in a campaign or challenge, so a segment's Members figure is the number it can reach.

A customer's profile shows a badge with the segment they're in, and a highlight explaining why. For an At risk or Win back customer, the highlight says how long ago they last ordered and, once that's at least 1.5 times as long as your customers usually wait between orders, how many times as long it is.

We haven't grouped your store's customers yet. Loyal, At risk and Win back appear after the next monthly update.

Segments are based on your customers' orders from the last 12 months.

Once a month. Each segment's page shows when it was last updated, beside the Export button.

Segments compare your customers against each other, so the cut-offs move as your other customers order. A customer can move to a different segment because other customers' ordering changed, even if theirs did not.

The Insights page has been replaced, and old links to it, including its customer lists and CSV exports, now open your Dashboard. To export a segment, open it under Customers, then Segments, and click Export.