In "Customers: Shopper Analysis", you can segment your customers into "New Shoppers" and "Returning Shoppers", to understand your customer composition and the GMV contribution by different customer groups. By doing so, you can analyze customer behavior and apply suitable marketing campaigns to attract different types of customers.
For example, is the loyalty program designed for returning customers or the new customer credits plan more effective to grow your customer base?
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Total Shoppers
Omni-Channel
The merchants who use SHOPLINE POS, this will show data from online and offline retail stores separately.
Online and Retail Store
This shows only data collected from either online or retail stores.
| Index | Index Description |
| Total Shoppers | A number of unique customers who have placed at least 1 order in the selected time period. Total Shoppers may not equal to the sum of Shoppers Over Time.* E.g. If the selected time range is 1/1 - 1/7, and Customer A has made orders on 1/1 and 1/5, then there will be +1 shopper count on 1/1 and 1/5 respectively, but Total Shopper will be only +1. |
*Shoppers overtime count the number at each time point, but total shoppers count the number of distinct customers in the period. Thus, adding up the number of shoppers over time may not equal the number of total shoppers during the period.
New vs Returning Shopper
Omni-Channel
You can learn the customer type composition and the channels they shop through the sunburst chart.
Online and Retail Store
Customer Type
| Index | Index Description |
| New Shopper | The number of unique customer counts who purchase for the first time during the selected time range.* E.g. If a customer placed an order on 07/21, then placed another order on 07/25. If choosing 07/21~07/30 as the analysis range, this customer would be categorized as a NEW shopper |
| Returning Shopper | The unique shopper counts who have prior purchase records between the selected time range.* E.g. If a customer placed an order on 07/15, then placed another order on 07/25. If choosing 07/21~07/30 as the analysis range, this customer would be categorized as a RETURNING shopper |
| Others | Retail Anonymous Shoppers |
*Number of shoppers overtime counts the number at each time point, but total shoppers, new shoppers, returning shoppers count the number of distinct customers in the period. Thus, adding up the number of shoppers over time may not equal the number of total shoppers during the period.
| Index | Description |
| New Shopper | |
| Online Only | New shoppers who made purchase(s) only from the online store in the selected time range |
| Retail Only | New shoppers who made purchase(s) only from the retail store in the selected time range |
| Online and Retail | New shoppers who made purchase(s) from both the online and retail stores in the selected time range |
| Returning Shopper | |
| Online Only | Returning shoppers who made purchase(s) only from the online store in the selected time range |
| Retail Only | Returning shoppers who made purchase(s) only from the retail store between the selected time range |
| Online and Retail | Returning shoppers who made purchase(s) from both the online and retail store between the selected time range |
New Shopper Analysis
This analysis helps you to focus on the new shoppers' behavior in the analysis time range. You can observe the results of your customer retention program through metrics such as the number of repurchases, customer's GMV contribution, and AOV.
Omni-Channel
With the integrated information from omni-channel, you can not only observe the number of repurchases, the sales amount of repurchases, and other values but also observe whether the channel that customers choose changes. E.g., buy in the retail store for the first time and repurchase online.
Online and Retail Store
| Metric | Description |
| New Customer Repurchase Rate | The number of new customers who have repurchased divided by the number of new customers. E.g. 6 of 10 new customers have repurchased in the selected time range. New Customer Repurchase Rate = 6 ÷ 10 x 100% = 60% |
| First Purchase count | This equals the number of new customers |
| Repurchase count | Number of new customers who have repurchased in the selected time range (multiple purchases of the same customer will only count as 1) |
| New customer GMV | Total GMV of new customers in the selected time range |
| First purchase GMV | Total GMV of the first purchase orders of new customers in the selected time range |
| Repurchase GMV | Total GMV of the repurchase orders of new customers in the selected time range |
| Average Order Value (AOV) | Total GMV ÷ Number of Orders |
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