Customer Insights Report
The Customer Insights report turns your customer database into actionable signal: how many of your sales come from new vs. returning customers, who's actually coming back, what they spend, and how often. This is the report you reach for when you're deciding whether to invest in acquisition or retention.
What you'll see
For the chosen date range:
- New vs returning — order count and revenue split between first-time and repeat customers.
- Repeat purchase rate — % of customers in the period who bought more than once.
- Average orders per customer — typical purchase frequency.
- Average customer spend — typical lifetime spend across the period.
- Top customers by spend — your highest-value customers in the range.
- Top customers by frequency — your most loyal customers regardless of ticket size.
Customers without a registered profile (anonymous walk-ins) are bucketed as a single "Walk-in" line so the per-customer metrics don't get diluted.
How to use it
Open the report
Sidebar → Reports → Customer Insights.
Pick a date range
Use 30+ days for meaningful frequency metrics — repeat-purchase rate is meaningless on a single day.
Compare against another period
Toggle the comparison range. A drop in the new-customer share usually means acquisition has stalled; a drop in the returning share usually means retention has slipped.
Tap a top customer to drill in
Open their profile to see full order history, enroll them in Loyalty, or attach a note for staff.
What to look for
- Returning-customer revenue share above 50% — your business runs on regulars. Protect it: a Loyalty program, customer-only discounts, and remembering names go further than ad spend.
- Returning share dropping — something has changed. New menu? New staff? Quality drift? Talk to your top frequency customers to find out.
- High new-customer count + low repeat rate — leaky bucket. Acquisition is working, but the second visit isn't. Audit first-visit experience.
- High AOV from a small group of customers — VIPs. Worth a personal thank-you and an early invite to new menu items.
Pair this report with the Customer Retention Report (cohort analysis) for a longer-horizon view.
Permissions and plan
Needs Reports (Basic) plan feature + Reports permission. Customer-detail drilldowns also require the Customers permission.