The customer metric cards on your Dashboard are available on Classic plans and above
In this article:
Overview
Your Dashboard compares customers who redeem rewards with customers who haven't joined your loyalty program. Each of its 4 customer metric cards (Customer lifetime value, Total revenue, Average purchase frequency (trailing 12m) and Average order value (trailing 12m)) can show a one-line statement summing up that comparison, for example "Redeeming members spend 2.5x as much as non-members."
This article explains what each statement measures, why it matters and what you can do with it.
Where you see these statements
Go to Dashboard and scroll down to the 4 customer metric cards. If your program has tiers, choose Loyalty segments in the picker above the cards to see the statements.
Each card shows its statement only when redeeming members are ahead of non-members on that measure. If redeeming members are behind, or there isn't enough data yet, the card shows the chart without a statement.
A redeeming member has spent points on a reward or used a free reward on an order. A non-member hasn't joined your loyalty program.
Redeeming members spend more
"Redeeming members spend X as much as non-members."
This statement appears on 2 cards: Customer lifetime value and Total revenue. It compares how much a redeeming member is worth to you with how much a non-member is worth.
Why it matters
It shows the financial value of a customer who joins your loyalty program and goes on to spend their points. The bigger the multiple, the more each customer you move from non-member to redeeming member is worth.
What you can do
Encourage enrollment: give customers a reason to join, such as points for creating an account or offers for new members.
Make redeeming easy and worthwhile: offer rewards your customers want, at a points cost they can reach.
Use your loyalty data: look at what your redeeming members buy and how they behave, and use it to improve your program.
Redeeming members order more often
"Redeeming members order X as often as non-members."
This statement appears on the Average purchase frequency (trailing 12m) card. It compares how many orders a redeeming member places over 12 months with how many a non-member places.
Why it matters
Members keep coming back to earn more points and reach their next reward. A higher multiple means your program is bringing customers back between purchases.
What you can do
Keep the next reward in reach: make sure the rewards you offer are enough of an incentive to bring customers back.
Remind members what they have: tell them about their points and the rewards they can claim, through your loyalty emails or your email platform.
Redeeming members spend more per order
"Redeeming members spend X as much per order as non-members."
This statement appears on the Average order value (trailing 12m) card. Average order value (AOV) is the average amount spent in a single order, so this compares a redeeming member's typical basket with a non-member's.
Why it matters
A higher multiple means customers who redeem rewards tend to spend more each time they buy. It shows that getting members to redeem their points can grow the value of each order, as well as the number of orders.
What you can do
Grow redemption: the more of your members who redeem, the more orders benefit from the higher AOV.
Offer relevant upsells: suggest products that suit members at the checkout, where they are already spending more.
Improve the customer experience: good service and personalized offers keep members engaged with your program.