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.

 

This article will cover the following:

 

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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i. 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.

A. The X-axis of the heatmap

The X-axis of the heatmap is the repurchase cycle. From left to right, it is divided into "Recently purchased", "Ready-to-repurchase", and "Lapsed".

The system will automatically calculate your store's repurchase cycle, which is unique to each store.

a. Definitions of the "repurchase cycle"

  • Based on the purchase history of all repeat shoppers in the store over the past 2 years, the system calculates the median number of days between purchases to determine the store's repurchase cycle. This also serves as the benchmark for predicting customer repurchase behavior.
  • The repurchase cycle is calculated in days. If a customer places multiple orders on the same day, they will be counted as 1 purchase.
  • If your store's first valid order was placed less than 6 months ago, has no repeat customers, or has no new orders within 2 years, the system will use the median repurchase cycle of all stores in your store category as the benchmark. If data for the category is insufficient, the median repurchase cycle across all categories will be used instead.
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 falls within "your store's repurchase cycle × 0.8".

2. Ready-to-repurchase:
The date of last purchase falls within "your store's repurchase cycle × 0.8 to 1.2".

3. Lapsed:
The date of last purchase falls beyond "your store's repurchase cycle × 1.2".

4. Continued Engagement:
There is an interaction within "your store's repurchase cycle × 3".
"Interaction" includes actions such as browsing the online store or engaging through social media (e.g., messages, live stream comments).
However, if a customer only interacts via social media without leaving any information in the online store or linking their account, they will not be included.

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B. The Y-axis of the heatmap

The Y-axis of the heatmap is the total number of purchases / total spend. From top to bottom, it is divided into:

Name

Definition

Top Shoppers

Total number of purchases > (3 or Top 10%, whichever is higher)

OR

Total spend > Top 10%

Repeated Shoppers

(3 or Top 10%, whichever is higher) ≥ Total number of purchases > 1

AND

Total spend ≤ Top 10%

One-time Shoppers

Total number of purchases = 1

AND

Total spend ≤ Top 10%

Browsers

Customers who have not made any purchases but have interacted with or visited the store.

*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 hover over any segment or click the pin icon in the middle, the definition of the segment and suggested operational strategies will be displayed.

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D. Related data

Below the heatmap, you can find information such as the count, order count, total spend amount in each segment, and comparisons with the previous period. You can click Export to download the customer list for each segment.

*Notes:

  • You can relate the segments on the heatmap with the color markings on the left of the table.
  • To learn how to export reports, please refer to: Export report.
  • To understand the definitions of data metrics, please refer to: Definitions for data indicators.

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The report includes the following fields: Customer ID, name, email, Phone, Mobile phone, Facebook registration ID, LINE registration ID, Black List, Accepts marketing, Store credit, First order day, Last order day, Total Number of Purchases, Total Spend, Average Purchase Value, Is Member, Member tier.

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E. Prior month comparison

Click Prior month comparison to enable the feature and view comparisons between the latest data and the previous period in the heatmap and list. The default comparison period is the prior month, you can customize the year and month.

*Notes:

  • If data for the previous period is unavailable, the comparison will display "-%".
  • The earliest available comparison data starts from "January 2023".
  • Comparisons are based on data from the last day of the selected month.
  • Growth rate (%) = [(Current month data - Comparison month data) / Comparison month data] × 100%.

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ii. 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, and 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.

The report includes the following fields: Customer ID, name, email, Phone, Mobile phone, Facebook registration ID, LINE registration ID, Black List, Accepts marketing, Store credit, First order day, Last order day, Total Number of Purchases, Total Spend, Average Purchase Value, Is Member, Member tier.

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iii. 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. The report will be sent to your email.

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

*Note: Growth rates, averages, and proportions will be calculated to four decimal places, while all other data will be displayed as integers.

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3. Customer segments and types

i. Smart RFIM

Smart RFIM divides customers into 9 segment types, with no overlap between segments. The table below provides definitions for each segment type.

Name

Repurchase Cycle

Number of Purchases

Total Spend

Core Top Shopper

Recently purchased

OR

Ready-to-repurchase

Top Shoppers

Total spend > Top 10%

Inactive Top Shopper

Ready-to-repurchase with/without interaction

Top Shoppers

Total spend > Top 10%

Active Shopper

Recently purchased

Repeated Shoppers

Total spend ≤ Top 10%

Ready-to-Repurchase Shopper

Ready-to-repurchase

OR

Lapsed with interaction

Repeated Shoppers

Total spend ≤ Top 10%

Sleeping Shopper

Lapsed without interaction

Repeated Shoppers

Total spend ≤ Top 10%

New Shopper

Recently purchased

One-time Shoppers

Total spend ≤ Top 10%

Potential Shopper

Ready-to-repurchase

OR

Lapsed with interaction

One-time Shoppers

Total spend ≤ Top 10%

Lost Shopper

Lapsed without interaction

One-time Shoppers

Total spend ≤ Top 10%

Engaged Customer

Interacted within 3 times of the store's repurchase cycle

Browsers

No purchases

*Notes: 

  • With the feature update, the "Loyal Customers" segment list will no longer be updated. Instead, you can set your own filters using "Number of Order > N" and "Money Spent = High". For detailed setup steps, please refer to: Create Customer Group - Smart RFIM Grouping.

  • Other Customers: Customers who have never made a purchase and have not interacted for a period exceeding 3 times the repurchase cycle. This segment is only intended to supplement the chart's complete display of the total customer distribution at 100% and cannot be exported as an actual list.

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ii. Channel

You can use the "Channel" segment type to learn about 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, live streams, 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

 

iii. 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 Shoppers

Shoppers whose valid order (excluding cancelled orders) = 1

Repeated Shoppers

Shoppers whose valid order (excluding cancelled orders) > 1

High Average Purchases Value Shoppers

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

Low Average Purchases Value Shoppers

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:

Metrics

Definitions

Count

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

Total Number of Purchases

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

Avg. Number of Purchases

Total orders ÷ Customer count

Total Spend

Gross Merchandise Value (GMV) - Cancelled Value + Total Edited Value - Total Returned Value from retail stores - Online store return orders [from stores only using New Advanced Return Management]

Average Purchase Value

Total sales ÷ Total orders

Average Life Time Value

The average lifetime valid spend per customer.

Time Between Orders

The Product Latency (repurchase cycle) of segmented customers, which is calculated by capturing the number of days between orders within two years (taking the median).

Recency

The number of days as of the last purchase for segmented customers (taking the median).

 

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 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."
  • The data in Segment Analysis excludes orders created by guest customers in the retail store. For example, purchases made by customers in the retail store without signing up/ signing in will not be recorded. 

 

 

 

 

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