The Client Base report is the analytical center for your entire store's customer base. Unlike other reports, it does not have a date selector and always presents historical data from the beginning of the store's operation. This report focuses on RFM segmentation (Recency, Frequency, Monetary), customer lifecycle analysis, and identification of active and lost customers (churn).
Main Metrics (Tiles)
Client Base: Total number of unique customers in the store's history.
Active Base: Number of unique customers who made a purchase within the last 365 days.
Churn Base: Number of unique customers whose last purchase occurred more than 365 days ago. Such customers are considered lost.
Avg Order Per User: Average number of orders per customer in the entire base.
ARPU (Average Revenue Per User): Average net revenue per customer in the entire base.
Section: Clients by Segment (RFM)
This section presents the breakdown of the entire customer base into RFM segments, which classify customers based on their purchase history.
Pie Chart: Visualizes the percentage share of each segment in the entire customer base.
Segment Table: Provides detailed data about each segment:
Clients: Number of customers in the segment.
% Share: Percentage share in the entire base.
Avg Min/Max Product Price: Average minimum and maximum price of purchased products.
Avg Orders: Average number of orders per customer in the segment.
Avg Uniq. Items: Average number of unique products in an order.
ARPU: Average revenue per customer in the segment.
Sum Revenue: Total revenue generated by the segment.
Section: Active Clients
This section focuses exclusively on customers who made a purchase within the last 365 days.
Metrics: Tiles for
Active Clients,Avg Order Per User, andARPUfor this specific group.Active Clients by Segment: RFM table built only for active customers, allowing you to understand who your most valuable, currently purchasing customers are (e.g.,
Champions,Loyal Customers).Chart: Clients by Months since last Order: Shows how many active customers made their last purchase in intervals: 0-3, 3-6, 6-9, and 9-12 months ago. This is a key tool for planning reactivation campaigns before a customer moves to the "churn" group.
Chart: Clients by Order Count: Shows how many customers in the entire base placed one, two, three, up to 10+ orders. Helps understand loyalty and purchase frequency.
Section: Churn Clients
This section contains an in-depth analysis of lost customers (last purchase over 365 days ago).
Metrics: Tiles for
Churned Clients,Avg Order Per User, andARPUfor lost customers.Churn Clients by Segment: RFM table built only for the lost customer base. Allows identification of what valuable customer segments (e.g.,
Big Spenders,Champions) were lost, which may indicate retention problems.Chart: Clients by Months since last Order: Shows how long ago churned customers made their last purchase, in intervals of 12-15, 15-18, 18-21, 21-24, and over 24 months ago.
Chart: Clients by Order Count: Shows how many orders customers placed before becoming inactive. This helps understand whether you're mainly losing customers after their first order, or also those with a longer history.