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Omnichannel loyalty dashboard

Track business, loyalty, and member metrics from your Marsello home page using data synced from your POS and eCommerce platforms.

🏷️ The Omnichannel Dashboard is available on all Marsello plans.

Omnichannel Loyalty Dashboard overview

The Omnichannel Loyalty Dashboard helps you track performance, optimise customer loyalty efforts, and drive measurable business growth from one dashboard.

It brings together data from your connected Point of Sale and eCommerce platforms, giving you a unified view of your business. You can review business and loyalty metrics, filter by specific sites, and adjust the reporting timeframe for more targeted insights.

The dashboard includes three key sections:

  • Business and loyalty metrics
  • Member snapshot
  • Timeline

What you can use the dashboard for

  • View performance across your entire business in one unified dashboard.
  • Understand the key business and loyalty metrics that drive customer engagement and revenue.
  • Use insights to build and refine data-driven marketing strategies.
  • Reduce the need to compare data across multiple platforms manually.

Key things to note

📝 Note: You may see the term member used in your Marsello admin. A member is anyone in your Marsello database with an email address or mobile number.
  • Order timestamps: Order timestamps are currently calculated using UTC timezone.
  • Currency: Currency is displayed in your local currency, with $ used as the monetary symbol.

Business and loyalty report

The Business and Loyalty report helps you understand customer behaviour, identify growth opportunities, and make informed decisions that support long-term profitability.

Revenue

Total revenue represents your total business revenue for the selected timeframe and site or sites. It is calculated using all orders synced from your POS and eCommerce integrations.

📝 Note: This metric has been updated from attributable revenue to total business revenue to provide a clearer view of overall business performance.

To review attributable revenue, visit the Analytics section to see which marketing efforts are driving revenue for your business.
 

Total revenue breakdown

The total revenue breakdown shows how your revenue is distributed across:

  • Returning members
  • One-time members
  • Unknown customers

Understanding where your revenue comes from helps you identify opportunities to convert unknown customers into members and build more repeatable revenue streams.

Revenue definitions

  • Returning members revenue: Revenue from orders placed by members who have made two or more lifetime purchases.
  • One-time members revenue: Revenue from orders placed by members who have made one lifetime purchase.
  • Unknown customer revenue: Revenue from orders where no customer was attached.
💡 Tip: Compare revenue from returning members, one-time members, and unknown customers to understand how much of your revenue is repeatable.

Repeat Purchase Rate

Repeat Purchase Rate represents the percentage of members who have made one or more purchases within the selected timeframe and site or sites.

Calculation: (Number of members who made one or more purchases ÷ Total number of members) × 100

This metric helps you measure customer retention by showing how often existing members return to make additional purchases.

💡 Tip: A high repeat purchase rate can indicate strong customer loyalty, while a low repeat purchase rate may highlight opportunities to improve engagement and retention.

Key loyalty metrics

Average member order value

  • Definition: The average amount spent per order by a member within the selected timeframe and site or sites.

  • Calculation: Total amount spent by members ÷ Number of orders by members

  • Why it matters: This metric helps you understand how much members typically spend per transaction and identify opportunities for upselling, cross-selling, or loyalty incentives.

📝  Note: Average member order value may also be referred to as average purchase value.

Average orders per member

  • Definition: The average number of orders placed by a member within the selected timeframe and site or sites.

  • Calculation: Total number of orders by members ÷ Total number of unique members

  • Why it matters: This metric helps you evaluate purchasing frequency and identify opportunities to encourage more repeat purchases.

📝  Note: Average orders per member may also be referred to as average purchase frequency.

Average spend per member

  • Definition: The average total amount spent by a member within the selected timeframe and site or sites.

  • Calculation: Total revenue from members ÷ Total number of members

  • Why it matters: This metric helps you understand member value and tailor promotions, loyalty rewards, and personalised experiences.

New members from orders

  • Definition: The number of members who signed up while making an order within the selected timeframe and site or sites.

  • Calculation: Total number of orders with a customer attached who did not previously exist in your Marsello account.

  • Why it matters: This metric shows how effectively your business converts new customers into members at checkout.

Members attached to orders

  • Definition: The percentage of orders linked to a registered member within the selected timeframe and site or sites.

  • Calculation: (Number of orders with a registered member ÷ Total number of orders) × 100

  • Why it matters: This metric helps you assess how much of your order activity is connected to known members.

Happy members

  • Definition: The percentage of members who expressed positive sentiment after a purchase experience through Feedback.

  • Connected to: Feedback

  • Calculation: (Number of positive feedback responses ÷ Total number of feedback responses) × 100

  • Why it matters: This metric helps you understand member satisfaction and identify opportunities to improve the customer experience.

Member Snapshot

The Member Snapshot provides a high-level overview of your members and their relationship with your store. It helps you identify member groups based on shopping behaviour, including how recently they have shopped, how often they purchase, and how much they spend.

This analysis is powered by RFM analysis.

What is RFM analysis?

RFM is a marketing technique used to analyse and segment members based on three factors:

  • Recency: How recently a member made a purchase.
  • Frequency: How often a member makes purchases.
  • Monetary: How much money a member spends.

RFM analysis helps you better understand member behaviour, personalise marketing, improve retention, and increase sales.

RFM member segments

Members can be organised into RFM segments ranging from highly engaged members to members who may need encouragement to shop again.

How segments are created

When you connect Marsello to your eCommerce or POS platform, your customer database and order history sync into Marsello. This includes last purchase date, total spend, and number of orders.

Historical customer and order sync is available for:

  • Shopify, Shopify POS, eCommerce, and Plus
  • Lightspeed X-Series, R-Series, O-Series, and C-Series
  • Cin7
  • Heartland
  • WooCommerce

Historical customer and order sync is not available for:

  • Lightspeed K-Series and E-Series
  • Bopple, including Lightspeed Ordering
  • BigCommerce
📝  Note: Historical sync can take 1–2 days, depending on the amount of data being synced.

After the initial sync, segments are recalculated daily and members are recategorised after each purchase.

Segment definitions

  • Best: Members who ordered very recently, order most frequently, and spend the most.
  • Loyal: Members who ordered recently, order often, and spend a substantial amount.
  • Promising: Members who ordered recently, ordered more than once, and spend an average amount.
  • New: Members who made their first purchase recently.
  • At Risk: Members who have not ordered in two or more average purchase cycles.
  • Cold: Members who have not ordered in four or more average purchase cycles.
  • Potential: Members who have provided an email address or mobile number but have never made a purchase.
📝  Note: These segments are mutually exclusive, meaning each member can only belong to one segment at a time.

Chosen marketing channels

This section shows how members have opted in to receive marketing from your business.

  • Email only: Members who only accept email marketing.
  • SMS only: Members who only accept SMS marketing.
  • Email and SMS: Members who accept both email and SMS marketing.
💡 Tip: Use marketing channel preferences to decide which channels to use when targeting specific member groups.

RFM member segments and marketing channels

You can click into each segment to view more details about that group, including:

  • RFM segment name
  • RFM segment description
  • Order size
  • Order rate
  • Spend
  • Chosen marketing channel

Use these insights to tailor your marketing message and channel based on the segment you want to target.

💡 Tip: For example, if your New segment has a high number of SMS opt-ins, consider using an SMS thank-you automation for first-time buyers.

Member Timeline

The Member Timeline is a daily activity feed of loyalty actions completed by your members. It helps you monitor new member sign-ups, points earned, points spent, and reward activity.

 📝 Note: The loyalty activity feed is now available again from your Marsello home page.

Timeline activities include:

  • Earn option activity, such as account creation
  • Manual points adjustments
  • Friend referrals
  • Product reviews
  • Birthday celebrations
  • Orders that earn loyalty points
  • Reward claims

Click Open timeline to view the daily activity feed.

FAQs

Q. Can I filter RFM segments by site and timeframe?
A. No. RFM segmentation is calculated across all members and all time. The ability to view movement over time is currently a feature request.

Q. What is the start date for the All time timeframe?
A. If you select All time, the reporting period begins from the date your Marsello account was created.

Q. Can I see historical data in the Business and Loyalty report?A. The Business and Loyalty report displays data from the date your Marsello account was created onwards. Historical data before this date is currently a feature request.

Q. Can I download or export the Omnichannel Loyalty Dashboard?
A. Dashboard export is currently a feature request. To capture a snapshot of the dashboard, you can use a browser extension such as GoFullPage or another full-page screen capture tool.

Q. Does the site filter apply to transactions or members?
A. The site filter first identifies customers who have made at least two lifetime purchases with the business. It then checks whether those customers made a purchase at the selected site within the selected timeframe.

Q. Does Returning Members Rate use data from before integrations were connected?
A. No. Returning Members Rate only uses data collected after your integrations were connected. Sales or customer activity before that point is not included.

Need help?

If you have feedback or feature requests for the Omnichannel Loyalty Dashboard, contact the Marsello Support team using the in-app chat.