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 values. 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. Dashboard overview

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

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

*Note: The data on this page is updated daily.

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Smart RFIM segment insights

If you select the "Smart RFIM" segment type, the proportion of each Smart RFIM segment will be presented in the form of a heatmap to let you quickly grasp the performance of customers.smart_RFIM_EN.png

 

A. The X-axis of the heatmap

From left to right, it is divided into Recently purchased, Ready-to-repurchase, and Lapsed. You will also find your store's repurchase cycle below (each store's repurchase cycle is different).

*Remarks:

a. Definitions of the "repurchase cycle"

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 take the
average repurchase cycle based on overall statistics.

For example, 3 shoppers have purchased more than once at your store.
Shopper A made 3 purchases with intervals of 1, 3, and 5 days respectively.
The median of the purchase interval is 3 days.
Shopper B made 5 purchases with internals of 10, 14, 5, 18 and 17 days.
The median of the purchase interval is 14 days.
Shopper C made 2 purchses with intervals of 6 and 10 days.
The median of the purchase interval is 8 days.
Therefore, the repurchase cycle of your store is 8 days
(the median of 3, 14 and 8 days)

b. Definitions of the x-axis metrics

1. Recently purchased: The date of last purchase is within your store's 
repurchase cycle x 0.8

2. Ready-to-repurchase (has to meet any of the following conditions):
- The date of last purchase is within your store's repurchase cycle x 0.8 ~ 1.2
- The date of last purchase is beyond your store's repurchase cycle x 1.2,
but there is an interaction within your store's repurchase cycle x 3.

3. Lapsed: The date of last purchase is beyond your store's repurchase cycle x 3

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B. The Y-axis of the heatmap

From bottom to top, it is divided into Browsers, One-time shoppers, and Repeated shoppers.

*Note: The height of the grid will be allocated according to the proportion of each segment, but even if a segment takes up 0%, there will still be a minimum display height.

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C. CRM strategy

When you click on any segment, the definition of this shopper type and marketing insight will be displayed above the heatmap.

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D. Related data

Below the heatmap, you can find information such as the count in each segment, order count, and the total spend amount.

*Note: You can take relate the segments on the heatmap with the color markings on the left of the table.

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Channel segment insights

If you select the "Channel" segment type, you can view the data of online shoppers, retail shoppers, etc.
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A. Segment list

Click on the column header to adjust the sorting order. For example, click "Count" to view the sorting of the count from high to low.

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B. Columns

Click the Column drop-down menu at the top right of the page, select which data indicators to display in the list for better focus and comparison.

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C. Export list

Click the Export list on the right side of each segment to view the detailed customer information of the segment.

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Purchase behavior segment insights

If you select the "Purchase behavior" segment type, you can view the data of one-time shoppers, repeated shoppers, etc.Purchase_Behavior_EN.png

 

You can also click on the column headings to change the sorting order, select the column to be shown and export the list.

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2. Export report

Click Export at the top right to select the segment analysis report you want to export.

  • Export all reports
  • Export selected reports - You can select the Smart RFIM, channel, or purchase behavior report separately.

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*Note: The average number of orders, total spend, average order value, and average life time value will be displayed in two decimal places.

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3. Customer segments and types

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 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 just purchased recently 

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. 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

 

C. 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 (excluding cancelled orders)

One-time Customers

Shoppers whose valid order (excluding cancelled orders) = 1

Repeated Customers

Shoppers whose valid order (excluding cancelled orders) > 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

 

4. 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 no. of days between valid orders in this segment 

Recency

Median of no .of days since the last order of the customer in this segment

 

5. 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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