Omnichannel loyalty dashboard

This guide provides an overview of key business, loyalty, and customer metrics, along with suggestions to help you learn from your data, interpret it effectively, and refine your strategies to take meaningful actions aligned with your business goals.

📝 Note: This article is designed for easy navigation using the contents bar →

Confidently track performance, optimize customer loyalty efforts, and drive measurable business growth – all from a single, easy-to-use dashboard.

This omnichannel loyalty dashboard does just that! It consolidates data from your Point-of-Sale and eCommerce platforms populating this unified dashboard, providing you with a complete view of your business. You can then dive deeper into the business & loyalty report details, filter by specific sites, and update the timeframe for more targeted insights.

The Omnichannel loyalty dashboard is made up of three key sections:

• Business and loyalty metrics
• Member snapshot
• Timeline

Here’s what makes the omnichannel loyalty dashboard so powerful

• View your performance across your entire business in one, unified dashboard 👀
• Understand and track the key business and loyalty metrics that drive customer engagement and impact revenue 📊
• Use these insights to build and refine data-driven marketing strategies that achieve your business goals 🔎
• Free up more time to focus on growing your business by eliminating the need to compare data across platforms ⏱️

Key things to note

• Term update: 'Customer' to 'Member'. You’ll now start to see the term ‘member’ used within your Marsello admin. A member refers to anyone listed in your Marsello database with a mobile number or email address. Members are known individuals for whom you’ve begun collecting contact details, demographic and purchase data.
• Order timestamps: Orders' date timestamps are currently being calculated based on UTC timezone.
• Currency: Currency is displayed in your local currency with '$' displaying as a monetary symbol.

Monitoring your business and loyalty metrics allows you to understand customer behavior, identify growth opportunities, and refine your strategies, helping you make informed decisions that drive profitability and long-term success.

Total revenue: Represents the total business revenue for the selected timeframe and site(s), calculated using all orders synced from your Point-of-Sale and eCommerce integrations.

🆕 Change: Based on your feedback, this metric has been updated from attributable revenue to total business revenue. This change is designed to provide a clearer and more comprehensive view of how your business is performing over time. Thank you for helping us improve!
​For a detailed breakdown of attributable revenue, you can visit the Analytics section to see which of your marketing efforts are driving revenue for your business.

Total revenue breakdown: Represents how your total revenue is distributed among returning members, one-time members, and unknown customers.

• Why it’s important: Understanding where your revenue comes from is key to driving sustainable growth. Revenue from members is repeatable because you can re-engage them with targeted marketing and loyalty initiatives. In comparison, revenue from unknown customers isn’t repeatable, as you are unable to contact and build relationships with them. By converting unknown customers into members, you can create more predictable and consistent revenue streams.

• Definitions:
  • Returning members revenue: Revenue from orders placed by members who have made two or more purchases in their lifetime for the specified timeframe and site(s).
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  • One-time members revenue: Revenue from orders placed by members who have made one purchase in their lifetime for the specified timeframe and site(s).
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  • Unknown customer revenue: Revenue from orders where no customer was attached for the specified timeframe and site(s).

🎓 Key insights you can gain from these revenue breakdown metrics:

Graphed Revenue: View the total revenue for the specified timeframe and site(s), broken down by returning members, one-time members, and unknown customers.

🎓 Key insights you can gain from these revenue breakdown metrics:

Compare how much revenue comes from returning members, one-time members, and unknown customers.

This represents the percentage of orders made by members who have made one or more purchases in their lifetime, within the specified timeframe and site(s).

• Calculation: (The number of members who made 1 or more purchases ÷ total number of members) x 100
• Why it's important: It helps you measure customer retention by tracking how often existing members return to make additional purchases.

🎓 Key insights you can gain from repeat purchase rate

• A high repeat purchase rate suggests that customers are coming back to make additional purchases, which is a positive sign for a business's long-term growth.
• A low repeat purchase rate suggests that only a smaller percentage of customers are returning to make additional purchases, which indicates low customer loyalty. The retailer needs to improve customer engagement, satisfaction, and retention strategies.

🤖 Key industry statistic: A 5% increase in customer retention results in a profit increase of 25% to 95%.

Average member order value:

• Definition: The average amount spent per order by a member within the specified timeframe and site(s).
• Calculation: Number of orders by members ÷ Total Amount spent by members​
• Why it's important: Average order value provides valuable insights into how much members typically spend per transaction, enabling you to understand purchasing behavior. Use this metric to identify opportunities to increase spend per order, such as upselling, cross-selling, or enhancing loyalty program incentives.

📝 Note: The 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 specified timeframe and site(s).
• Calculation: Total number of unique members ÷ Total number of orders by members​
• Why it's important: Average orders per member provides insights into the purchasing frequency of your members, helping you evaluate engagement and loyalty. Use this data to identify trends in repeat purchases and consider strategies such as loyalty rewards, personalized marketing, or subscription offerings to encourage more frequent orders.

📝 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 specified timeframe and site(s).
• Calculation: Total revenue from members ÷ Total number of members
• Comparison: The % change shown in the top-right corner represents a comparison with the previous period based on the selected timeframe.
• Why it's important: Average spend per member provides insight into the overall spending habits of your members, helping you gauge customer value and identify high-value segments. Use this information to tailor promotions, loyalty rewards, and personalized experiences to maximize member engagement and increase overall spend.

New members from orders:

• Definition: The number of members who have signed up when making an order within the specified timeframe and site(s).
• Calculation: Total number of orders with a customer attached who didn't previously exist in your Marsello account.
• Why it's important: This metric tracks how effectively your business converts new customers into members at the time of purchase. A high number indicates successful engagement and sign-up processes. Use this data to refine your onboarding strategies, optimize opt-in touchpoints, and encourage membership sign-ups during the checkout process.

Members attached to orders:

• Definition: The percentage of orders that are linked to a registered member within the specified timeframe and site(s).
• Calculation: (Number of orders with a registered member ÷ Total number of orders) × 100
• Why it's important: This metric shows the proportion of orders coming from members, helping you assess the strength of customer loyalty and engagement with your brand. A higher percentage indicates a strong member base, while a lower percentage may suggest opportunities to enhance membership sign-ups or increase member-driven purchases. Use this data to optimize loyalty programs and target strategies to convert more customers into members.

Happy members (Customer satisfaction rate):

• Definition: The percentage of members who have expressed positive sentiment following their purchase experience, through Feedback, within the specified timeframe and site(s).
• Connected to: Feedback
• Calculation: (Number of Positive Feedback Responses ÷ Total Number of Feedback Responses) × 100
• Why it's important: This metric reflects the satisfaction level of your members, providing insight into the overall customer experience. A higher percentage indicates strong member satisfaction, that is crucial for retention and repeat business. Use this data to identify areas of success in your customer experience and find opportunities for improvement where sentiment may be lower.

🎓 Key insights you can gain from these loyalty metrics individually & combined

Your Member Snapshot provides a high-level overview of your members and their relationship with your store. You can identify and target specific member groups based on their shopping behaviors, including; how recently they’ve shopped, how frequently they make purchases, and how much they spend.

This analysis is powered by RFM (Recency, Frequency, Monetary) analysis.

📖 What is RFM Analysis?
RFM is a marketing technique used to analyze and segment members based on three key factors:

1. Recency (R): How recently a member has made a purchase. Members who have purchased recently are more likely to engage again than those who haven't purchased in a while.
2. Frequency (F): How often a member makes a purchase. Frequent buyers are typically more loyal and valuable to your business.
3. Monetary (M): How much money a member spends. Members who spend more are typically more valuable to your business.

RFM analysis is a widely used and highly effective technique, especially in fields like retail, e-commerce, and direct marketing. Businesses leverage RFM analysis to enhance member segmentation and personalize their marketing efforts. It’s popular because it provides clear, actionable insights into member behavior, enabling companies to optimize their marketing strategies, improve member retention, and boost sales.

📖 Learn more: Introduction customer segmentation using RFM Analysis.

Using RFM, members can be organized into segments. These segments range from 'Best' members (very loyal and huge fans of your store) to 'Cold' members (may need reminders to shop with you again).

How segments are created and calculated:

Initially: When you connect Marsello to your eCommerce or POS site(s), your customer database and order history (last purchase date, total spend, number of orders) syncs into Marsello and distribute members across the seven RFM segments appearing on your dashboard.

Historical customer and order sync is available for the following integrations:

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

Historical customer and order sync is not available for the following integrations:

• Lightspeed K-Series, E-Series
• Bopple (Lightspeed Ordering)
• BigCommerce

📝 Note: Historical sync can take 1-2 days depending on the quantity of data syncing.

Going forward: All segments are recalculated daily, and each individual is re-categorized after every purchase to ensure the segments accurately reflect their most recent shopping behavior.

• Best: Members who have ordered very recently, order most frequently, and spend the most.
• Loyal: Members who have ordered recently, order often, and spend a substantial amount.
• Promising: Members who have ordered recently, ordered more than once, and spend an average amount.
• New: Members who have made their first purchase recently.
• At Risk: Members who haven’t ordered in 2 or more average purchase cycles.
• Cold (Previously Lost): Members who haven’t ordered in 4 or more average purchase cycles.
• Potential (Previously Window Shoppers): Members who have provided an email or mobile number but have never made a purchase.

📝 Note: These segments are mutually exclusive, meaning that each member can only be in one segment at one time.

This displays the distribution of members who have opted-in to receive marketing from your business, highlighting their preferred communication channels.

• Email only: These members only accept email marketing from your store.
• SMS only: These members only accept SMS marketing from your store.
• Email & SMS: These members accept both email and SMS marketing from your store.

🎓 Key insights you can gain from chosen marketing channel(s):

Knowing your members' preferred communication channels is essential for optimizing engagement, personalizing interactions, and ensuring your marketing efforts are both effective and customer-focused. For example:

• SMS only, Email & SMS: Have you considered using SMS as a marketing channel?
  • Reviewing the number of members who have opted-in to SMS marketing can give you the confidence to experiment with this channel.
  • Or if SMS isn't part of your strategy yet, it's worth revisiting your marketing opt-in process to grow your SMS opt-in member base. This will ensure that, when you're ready to implement SMS marketing, you have a solid foundation for success.

Click into each Segment to see more information about each RFM segment.

For each segment you'll see the follow details:

• RFM segment name
• RFM segment description
• Order size: The average amount spent per order by a member for the specified RFM segment
• Order rate: The average number of orders made by a member for the specified RFM segment.
• Spend: The average total amount spent by a member for the specified RFM segment.
• Chosen marketing channel: Displays the distribution of members who have opted-in to receive marketing from your business, highlighting their preferred communication channels for the specified RFM segment.