Customer Loyalty

Last Updated: Apr 21, 2019 11:25AM PDT
These reports provide both high level and granular insight into your customers buying behavior. Use them to view customer LTV, purchase frequency, and new customer conversion. If a customer purchases from multiple integrated sales channels, Stitch considers this multiple customers. This may inflate the ratio of new to repeat customers.

Note: This article applies to both our Stitch X and Stitch Classic Versions.

Parameters

Filter the Customer Loyalty Overview report by order date and/or sales channel. Filtering for partial months will return partial data.

Filter the Customer Loyalty Drilldown report by sales channel and/or first order date. Stitch will only return contacts who made their first purchase within the date window you set.

These reports exclude unidentified POS customers ("The Unknown Customer from…") and do not account for returns/refunds.

Data

The Customer Loyalty Overview report groups new customers by month, showing how many purchased again as well as lifetime revenue and order volume for both one-time and repeat purchasers. It includes the following fields:
Field Definition
First Order Month The month in which a customer placed their first order
Total New Cust The number of first-time customers for a given month
Num Reordered Later The number of new customers who went on to order again
Percent Reordered Later The percent of new customers who went on to order again
Lifetime Revenue Never Reordered All revenue earned from one-time customers  (within the reported time period)
Lifetime Revenue one or more reorders All revenue earned from repeat customers  (within the reported time period)
Lifetime Order Volume Never Reordered All orders from one-time customers  (within the reported time period)
Lifetime Order Volume one or more reorders All orders from repeat customers  (within the reported time period)

The Customer Loyalty Drilldown report drills into the reordering behavior of each of your customers. Use it to inform outreach, identify frequent/lapsed customers, and compare purchasing across channels. It includes the following fields:
Field Definition
Contact ID The Stitch ID for a contact
Contact Top-level contact name
Contact Type Contact type, as noted in Stitch (use as a proxy for sales channel)
First Order Date Date of the customer's first order
Last Order Date Date of the customer's most recent order, which may be outside the date window you set
Days Since Order Number of days since the last order date
Order Volume The customer's lifetime order count
Avg Days Between Orders Average length between orders
Revenue The customer's lifetime revenue
Contact info Email, phone, shipping company, shipping attn, shipping street one, shipping street two, shipping city, shipping state, shipping zip, shipping country

Use Cases

Studies show that generating revenue from a new customer is significantly more costly than generating revenue from a repeat customer.

Use the Customer Loyalty Overview report to measure the value of repeat customers and assess whether your efforts to drive repeat purchases (through email campaigns, sales, etc.) are effective

Use the Customer Loyalty Drilldown report to identify your most and least frequent customers, then run targeted outreach to each. For example, your wholesale rep could use this report to see accounts that have not recently ordered. Additionally, use this report to compare loyalty across channels, by combining the report with a pivot table.

For more on the value and key questions of customer loyalty, see our data report.