Customer breakdown

Customer breakdown looks at every buyer's orders and tells you who they are to your shop: a regular, a big spender, someone who's drifting away. Then it suggests what to do about it.

It uses a method online shops have used for years called RFM, short for Recency, Frequency, Monetary: when they last bought, how often they buy, and how much they spend.

1. 1Search your buyers
2. 2Their segment, with one line of advice under it
3. 3Which scores are falling (↓) or rising (↑)
4. 4Compare this week, month or year with the one before
5. 5Orders, lifetime spend, average order, last order
6. 6Switch the chart between spend and orders
7. 7The three RFM scores start here

Finding a buyer

1. Click the line chart icon in the left bar.
2. Your recent buyers are listed on the left. Type in Search buyers... to find one.
3. Click a buyer to see their breakdown.

Reading the top of the page

• @username and a segment badge (what kind of buyer they are, see below), with one line of advice.
• Orders, Lifetime spend, Avg order, Last order: the plain numbers.
• A chart of their spend or orders. Switch between Week, Month and Year to compare this period with the one before, e.g. "Last 7 days" against "Previous 7 days".

The three scores

Each buyer gets a score from 1 (low) to 5 (high) on each letter. Scores use their last 90 days.

Score	Recency: days since last order	Frequency: orders per month	Monetary: spend per month (items only, not shipping)
5	7 days or less	4 or more	$300 or more
4	14 days or less	2 or more	$150 or more
3	30 days or less	1 or more	$75 or more
2	60 days or less	about 1 every 3 months	$25 or more
1	longer	less	less

Each score's card says what it means in plain words ("Bought this week. Keep them warm.", "Over a month since they bought.") and whether it's rising or falling compared with the previous period.

The segments

The scores combine into one label. The app checks them in this order and uses the first that fits:

Segment	Who they are	What the app suggests
New	First order in the last 30 days	Welcome them and win the second order.
Champion	Bought recently, buys often, spends a lot	Reward them. No discount needed.
Can't lose them	Used to buy often and spend a lot, but hasn't bought in a while	Win them back personally, this week.
At risk	Decent buyer who's gone quiet	Reconnect with a personal message.
Loyal	Buys regularly at a good level	Upsell, and ask for a review.
Potential loyalist	Bought recently but not much yet	Give them a reason to come to every show.
About to sleep	Starting to go quiet	Nudge them before they drift off.
Lost	Long gone, small spend	Low priority. A broad offer at most.

Champions and Can't lose them are worth your personal attention. Losing one hurts more than gaining a new buyer helps.

Winning a buyer back

When a score is falling, its card opens a list of suggestions, such as How to win them back or How to grow their basket again. Many come with a ready-made message you can copy.

1. 1Days between their orders. The red bar is how long it's been since the last one.
2. 2Their usual gap between orders
3. 3What to do about it
4. 4How the score changed: 5 a month ago, 2 now

Examples of what you'll see:

• Send a personal "we miss you" DM. Mention what they last bought and your next show time. Skip promo links so it can't read as spam.
• Ask why they stopped. One short question: prices, items or show times?
• Tell them when their category is on. If the next show has what they used to buy, DM them the day and time.
• Fix any recent order problems first. Check their orders and support requests before asking for more.

Small print the cards point out

• "N× their usual gap": they're overdue compared with how often they normally buy.
• "One order is X% of this. Don't read too much into it.": one big order is skewing their numbers.
• "They stopped buying …": a category they used to buy from you and haven't lately.

Shortcut

⌘6 on Mac, Ctrl+6 on Windows.