In this article:
Overview
Customer value snapshot sits on the Key Metrics tab of your Insights page. It compares your members against your non-members over the past 12 months, across number of customers, average order value, average number of orders per customer and average spend per customer.
Only customers who placed an order in those 12 months are counted, so the table describes your recent buyers rather than your whole customer list.
What the segments mean
Customer value snapshot splits your customers into four segments:
Non-member: a customer who is not enrolled in your loyalty program. Having an account with your store is not the same thing, and on an opt-in program a customer has to join before they count as a member
Member: a customer who is enrolled in your loyalty program
Non-redeeming member: an enrolled customer who has not spent any points. Rewards that cost nothing, such as a tier reward, do not count as spending
Redeeming member: an enrolled customer who has spent points on a reward
What you can do with this data
Non-members. These are your biggest opportunity, and turning guest shoppers into account holders is what moves them into your program.
Members. If they are not engaging with your program, run a promotion such as a double points week.
Non-redeeming members. Check that the "Reward available" LoyaltyLion email is enabled. We send it to a customer once they have enough points to claim a reward, and you can also send their points balance through your email or SMS platform.
Redeeming members. These are your most engaged customers, because they are actively using your loyalty program.
Repeat purchase behavior
Repeat purchase behavior is available on Plus plans only.
Repeat purchase behavior sits below the snapshot on the same tab. It shows how many customers go on to make a second, third, fourth and fifth purchase, broken out by the same segments, so you can compare how members and non-members behave.
The tables appear once customers from the last 12 months have placed more than 500 orders between them. In practice a program needs around six months of use before the pattern is worth acting on, so treat anything earlier as directional.
Both tables carry a row for each of the four segments, plus an All customers row at the top to compare them against.
Drop-off rates
The drop-off table shows the percentage of customers who do not go on to make the next purchase. Read each column as: of the customers who reached this many purchases, this percentage stopped there.
So if the First to Second Purchase column shows 89% for non-members and 42% for redeeming members, your non-members are far more likely to stop after a single order.
Conversion rates
The conversion table is the mirror image, showing the percentage of customers who do go on to make the next purchase. The two are complementary: a 42% drop-off is a 58% conversion.
The top row, % of purchasing customers, is measured differently from the segment rows below it: it counts from the first purchase rather than from the previous one. If 100 customers buy once and 40 of them buy again, the First to Second Purchase column shows 40%.
FAQ
Can I export the customers in each segment?
Not from here. The four snapshot segments have no export of their own, and the Export users as CSV button on the Loyal Customers, At Risk and Win Back tabs exports those tabs’ customers, which are grouped by how recently and how often they buy rather than by membership.
To split customers by membership instead, run the Customers export from Analytics > Exports. It carries an enrollment filter, and a points spent column that separates redeeming from non-redeeming members.