In "Shopper Analysis", you can segment your customers into New Shoppers and Returning Shoppers to understand the composition of your customer base and the GMV contributions. By doing so, you can analyze customer behavior and design suitable marketing campaigns to attract different types of customers.
For example, you can investigate whether the loyalty program designed for returning customers effectively reduces the churning rate; and whether the new customer credits campaign is useful in expanding the customer base.
*Notes:
- The data in this section is updated immediately.
- Subsequent operations such as canceling and editing orders will not affect the values on this page.
In this article, you'll find:
1. Total Shoppers
In the SHOPLINE Admin, go to [Report & Analytics] > [Shoplytics] > Customers > Shopper Analysis.
On this page, you can select the analysis range and time range to compare the data with the previous period/ the period last year.
A. Omni-Channel
Select the Omni-Channel tab to view the data from the online store, retail stores, and others. (Data of retail store comes from the orders checked out by SHOPLINE POS)
Adding "Others" channel
In addition to the data from the online and retail stores, an "Others" channel is added for viewing the shopper count from OpenAPI or imported data.
B. Online and Retail Store
Select the Online Store or Retail Store tab to view data collected separately from online or retail stores. (The data for retail stores comes from the orders checked out by SHOPLINE POS)
| Metric | Description |
| Total Shoppers | The number of unique shoppers who have placed at least 1 order in the selected period. Total Shoppers may not equal the sum of Shoppers Over Time*. E.g., If the selected time range is 1-7 Jan, and Customer A has made orders on 1 Jan and 5 Jan, then there will be a +1 shopper count on 1 Jan and 5 Jan respectively, while there will only be a +1 to Total Shopper within the analysis range. |
*Shoppers over time means the shopper count at each time point, including shoppers who purchased multiple times. Since Total Shoppers only counts the number of unique shoppers during the selected period. Thus, adding up the number of shoppers may not equal the number of Total Shoppers during the period.
*Note: [Coming Soon] The online store data in the Shopper Analysis will capture the manual orders on Smart OMO. Please refer to this article for details.
2. New vs Returning Shopper
A. Omni-Channel
You can learn the composition of customer types and the channels they shop in the view of sunburst charts.
Click the icon at the top right to switch to the line graph to view the growth or drop in shopper count and GMV.
Adding "Others" channel
In addition to the data from the online and retail stores, an "Others" channel is added for viewing the shopper count and GMV from OpenAPI or imported data.
Adding "Cross channel"
Since the data in this block comes from various channels, the "Online and Retail" source in the previous version is revised to "Cross channel". Customers who created orders via any two or more channels (online store, retail store, OpenAPI, imported data) will be counted in this category.
B. Online and Retail Store
Customer Type
| Metric | Description |
| New Shopper | The shopper count and GMV of who purchased for the first time within the analysis range (Note 1). E.g., If a customer placed an order on 21 Jul, then placed another order on 25 Jul. If choosing 21-30 Jul as the analysis range, this customer would be categorized as a New Shopper. |
| Returning Shopper | The shopper count and GMV of those who have purchase records within the analysis range (Note 2). E.g., If a customer placed an order on 15 Jul, then placed another order on 25 Jul. If choosing 21-30 Jul as the analysis range, this customer would be categorized as a Returning Shopper. |
| Anonymous | Anonymous shoppers count and GMV in retail stores |
Notes:
1. The statistics show the gross shopper count and sales amount. Regardless of whether the order is cancelled later, the customer who created the order will be regarded as a shopper.
2. Regardless of the channel, customers who have repurchased within the analysis range will be regarded as Returning Shoppers.
Example: If a shopper has previously made a purchase online and made another purchase in the retail store within the selected analysis range, that customer will be regarded s a "Returning-Retail Only" in Shopper Analysis.
Channel Type
| Metric | 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 |
| Other Only | New Shoppers who made purchases(s) from OpenAPi or imported data |
| Cross channel | New Shoppers who made purchase(s) via any two or more sales channels 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 in the selected time range |
| Other Only | Returning Shoppers who made purchase(s) only from OpenAPi or imported data in the selected time range |
| Cross channel | Returning Shoppers who made purchase(s) via any two or more sales channels in the selected time range |
3. New Shopper Analysis
This analysis helps you focus on the New Shoppers' behavior in the analysis time range. You can observe the results of your customer retention campaign through metrics such as the number of repurchases, customer GMV contributions, and AOV.
A. Omni-Channel
With the data integrated from omni-channel, you can observe the number and sales amount of repurchases and whether customers have changed their sales channel. For example, buying in the retail store for the first time and then repurchasing online.
Adding "Others" channel
In addition to the data from the online and retail stores, an "Others" channel is added for viewing the first purchase, repurchase shopper count, and GMV from OpenAPI or imported data.
B. Online and Retail Store
| Metric | Description |
| New Customer Repurchase Rate | The number of new customers who have repurchased ÷ 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 |
4. Export reports
Click Export at the top right of the page and select to export all reports or custom reports.
For selected reports, you can choose to export reports for omni-channel, online store, or retail store, or export specific statistics.
After selecting the reports type you need, click the Export below.
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