Overview
Gain valuable insights into your customer base with our Insights feature. Identify your most loyal customers, those at risk of leaving, and those you need to win back.
Use this data to craft targeted campaigns: send a gift to your most loyal customers, offer an extra discount to those at risk, or send a thoughtful reminder to win back customers who have drifted away.
You will find Insights under Analytics > Insights. Each group has its own tab, and each tab has an Export users as CSV button so you can take the list into your email tool or spreadsheet.
Insights is available on the Classic plan and above. It is not included on the Free plan.
Your loyalty program needs to run for a few months to collect sufficient data for accurate insights.
How insights are calculated
Our calculations center around the concept of a loyal customer by analyzing customer purchase behavior.
Data source:
We analyze the orders your customers placed in the last 12 months, excluding canceled orders.
Customer grouping:
Every customer with an order in that year is ranked twice — once on recency, how recently they last bought, and once on frequency, how many orders they placed. Each ranking is then 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.
Every customer therefore sits in one recency quintile and one frequency quintile, and the segments below are built from those two positions.
Quintiles are relative to your own customers:
They always describe your store rather than a fixed benchmark, so the cut-off between one group and the next moves as your customers change. A customer can move from one group to another because the customers around them changed, without their own buying having changed at all.
Exporting data:
You can export any group as a CSV and filter it further in a spreadsheet.
Key Customer Segments
Here’s how customers are categorized to help you prioritize your engagement efforts:
Loyal Customers
Customers who have made at least two purchases and fall into the top two quintiles for both recency and frequency — they buy often, and they bought recently.
Action: Focus on maintaining strong relationships to keep them coming back.
At-Risk Customers
Customers in the third and fourth quintiles for recency, indicating they haven’t shopped recently but haven’t defected entirely.
Action: Reach out with reminders or incentives to encourage them to return.
Win-Back Customers
Customers in the lowest quintile for recency who are likely to have stopped shopping with you.
Action: Consider a well-timed promotion or loyalty program to recover their business.
Insights are refreshed weekly rather than in real time. Opening an Insights page also starts a refresh, at most once a day, and we will email you when it finishes — so if the figures look stale, visiting the page is enough to ask for new ones.
FAQ
Q. How far back do we look for insights data?
Insights are based on your customer and order data from the last 12 months.