AskTreez: Understanding Customer Definition and Calculation on The Retail Manager Dashboard- NEW

Retail Manager Dashboard - What's Changed

We are announcing a few adjustments on how we define and count customers across AskTreez embed analytics. In this article, you will find the latest definition of a customer, through the lens of data analytics. You will likely get answers that help you make sense of the KPIs on your dashboards and draw ideas on how to turn these KPIs into action items for your marketing guru, budtenders, or financial teams! 

Customer Type Filter Card

“REPEAT PURCHASE” and “FIRST PURCHASE” are options available for filtering. 

• Repeat purchase means this transaction is done by a customer that has visited this store location before and have completed transactions. 
• First purchase means that this transaction is done by a customer that has never visited this location before and is completing a first-time transaction. 

What does this mean?

In this dashboard, we present all aggregated metrics and KPIs based on the sales data (the data source is also called “ticketline data", if you’re utilizing Retail Data API). That is to say, the table contains transactional records. When an individual comes to the store and completes a transaction, we will see his/her data; if someone checked in, left empty-handed, we would not see his/her data here. Given the nature of the data source, all customer KPIs on Retail Manager are “purchaser”-centric. 

Example on Applications

• Unique Customer is telling the number of unique customers that made purchases during the selected period of time; this number includes first time, as well as repeat customers. 
• Unique Customer Math = count (DISTINCT `customer_uuid`)
• New Customer stands for the number of unique customers that 1) made purchase during the selected period of time 2) for the first time ever in our database. 

Let’s take a look at these key indicators aggregated from the entire Treez’ clientele, during 2022, 4/20. We see 32,521 new customers shopped at our 480+ client locations on this single day, and over 175k customers overall. The 32,521 new customers are counted in the 175,886 total number of unique customers, so you get 143k repeat customers.

The change we made on the Customer Type filter card is also a step towards helping you make sense of these numbers. Now that we applied the FIRST PURCHASE filter, the Unique Customers number also changed to 32,521, which equals to the New Customers count. 

Similarly, when applying the Repeat Purchase filter, the New Customer number drops to 0. 

Better Business Decisions Based on Data

To better enable our customers to make the best business decisions possible, always powered by data we pose the following questions for your consideration:

• How does your store(s)’ New Customers count compare to your Unique Customers number?
• What is the ratio?
• How is your ratio compared against your regional average? (Talk to your CSM today if you haven’t had an EMA-fueled conversation!)
• What actions could you take to bring more first timers into the door, and what marketing campaigns could you run next month to remind your existing customers to come back again?