Customer: Segment Analysis | Shoplytics

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On the Shoplytics "Customer: Segment Analysis" page, you can quickly view the proportion of different customer types and their contributions to the average order amount store. You can also download reports regularly to observe the long-term changes of various segment performance indicators, analyze the customer ecosystem and formulate corresponding marketing plans.

In this article, you'll find:

 

1. Section overview

Step 1

In the SHOPLINE Admin, go to [Report & Analytics] > Shoplytics > Customers > Segment Analysis.

*Notes: 

  • The data on this page is updated daily.
  • The repurchase cycle forecast is N days. This value is calculated based on customers who have had more than 1 valid order in the past 2 years. If you are a new merchant who has operated for less than 6 months, this value will be the average repurchase cycle based on overall statistics. EN1.png

 

A. Segment List

You can click the arrow next to the indicator to change the order you want to view. For example, click Count to view the list in the order of "Count" from high to low.

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B. Segment Type

Click the "Segment Type" drop-down menu at the top right to select which channel type to display in the list: Smart RFIM, Purchase Behavior, and Channel.

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C. Columns 

Click the "Columns" drop-down menu at the top right to select which data indicators to display and compare in the list.

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D. Export report and list

Click Export at the top right to export the segment analysis report, or you can export the customer list from the segment list. You should export the list regularly for CRM marketing operations and observe whether the data changes according to your campaign strategies. 

For example,

  • After operating marketing campaigns for Lost or Sleeping Shopper, is there a downward trend in the customer and the repurchase cycle?
  • Did the VVIP exclusive discounts for Top Shoppers raise the average number of orders and accumulated consumption?
  • Did the free shipping for the first purchase campaign boost the number of New Shoppers? 

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2. Customer group and type

A. Smart RFIM

Smart RFIM is the customer grouping system. You can find the definitions for each grouping below. Please refer to this article for the details about the Smart RFIM feature. 

Name

Definition

Engaged Customer

A Customer who hasn't purchased but has visited or interacted with your store within three times of the store's Repurchase Cycle

*Visit means interactions on social media platforms (messages and comments) and online store visits. But if the customer has only interacted with the social media platforms, and has not left information in the online store to bound as an online customer, it will not be included. 

New Shopper

One-time Shoppers who are ready to repurchase lately

Active Shopper

Repeated Shoppers who just purchased recently 

Potential Shopper

One-time Shoppers who might repurchase lately

Ready-to-Repurchase

Repeated Shoppers who might repurchase lately

Lost Shopper

One-time Shoppers who haven't purchased or interacted with your store for a while

Sleeping Shopper

Repeated Shoppers who haven't purchased or interacted with your store in a while

Loyal Shopper

Repeated Shoppers whose lifetime order is greater than or equal to the top 25% or 3 orders, and have just purchased recently 

Top Shopper

Repeated Shoppers whose lifetime order and total spend are in the top 10 % of the store, and have just purchased recently 

*Notes: 

  • Repurchase cycle*: The repurchase cycle is calculated by taking the median of the number of days between each purchase of all repeated shoppers within 2 years to predict customer repurchase status. 
    For new merchants who haven't accumulated orders for more than 6 months, the Smart RFIM model will use the average repurchase cycle as the new merchant's repurchase cycle until this new merchant has orders for more than 6 months.
  • The system will multiply the store's "predicted repurchase cycle" by 0.8 to automatically calculate the actual number of "recent" days

 

B. Purchase behavior 

"Purchase Behavior" is an analysis of consumers who have at least 1 order in the store, which helps you identify loyal customers and customers with a high churn probability.

Type

Definition

Browsers

Shoppers who don't have any valid order record (cancelled order excluded)

One-time Customers

Shoppers whose valid order (cancelled order excluded) = 1

Repeated Customers

Shoppers whose valid order (cancelled order excluded) > 1

High AOV

Shoppers with AOV that are above the top 25% of overall customers 

Low AOV

Shoppers with AOV that are below the lower 25% of overall customers 

High LTV

Shoppers with a lifetime total spend above the top 25% of overall customers

Cancel Shoppers

Shoppers whose order record ≥ 1 and all records are cancelled orders

 

C. Channel

You can use the "Channel" segment type to understand various indicator data of customers in each channel. The "Other Channel" supports the data included in OpenAPI and imported orders.

Segment name

Definition

Online Shoppers

Shoppers who purchased from the online store only
(Including the orders from Social Commerce: Message Center, livestreams, manual orders, and post sales)

Retail Shoppers

Shoppers who purchased from retail stores only

O2O Shoppers

Shoppers who purchased from both retail and online stores

Other Channel Shopper

Shoppers with orders created via OpenAPI or imported data

 

3. Definitions for data indicators

You can find the definitions of the data indicators:

Metric

Definition

Count

Total customers in this segment. The percentage shows the proportion of the segment in total customers. 

Order Count

Gross Orders - The number of cancelled orders. The percentage of the total number of orders is shown in brackets. 

Avg. Orders

Total orders ÷ Customer count

Total Spend

GMV - The value of cancelled orders and retail store returned orders. The percentage of total sales is shown in brackets. *Note: Editing an order will affect total sales.

Average Order Value

Total sales ÷ Total orders

Average Life Time Value

Average lifetime valid spend per customer

Time Between Orders

Median of days between valid orders in this segment 

Recency

Median of days from the last order of the customer in this segment

 

4. Notes

  • The "Recency" metric is based on the UTC +0 time zone.
  • Cancelled orders or the edited order amount will cause changes in this data report.
  • The data in Segment Analysis excludes all deleted customers, including orders from all sources, such as OpenAPI and import orders.
  • The data in Segment Analysis also excludes all cancelled orders. For example, a consumer customer who is a registered member has only one established order. If the order is cancelled, the identity of this customer will be changed from "shopper member" to "browser member."

 

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