Table of Contents
- Why sales by customer report is important
- What questions the sales by customer summary can answer
- Reports similar to Sales by customer
- Key columns for sales by customer
Why sales by customer report is important
The summary on customers shows the breakdown of revenue and expenses for products purchased by each store client during the selected time period.
The store managers can use the report for analyzing in detail the sales transactions made by customers. The professionally formatted summary can be a convenient way to improve the sales analysis and provide insights for increasing sales.
The default configuration of this report offers data on general sales of products. The information is offered by displaying such columns as the number of orders, refunds, discounts, total and average sales amount.
Filters can be used to make the data more representative of your needs. For example, a store manager can filter the data table by refunds to see who requests the most refunds. Such information can be useful for inventory planning and marketing purposes.
What questions the sales by customer summary can answer
This type of summary pulls a list of shoppers who purchased during the specified time period. Start from this report to get a high-level overview of your customers.
The data displayed can be used to answer such questions as:
- who ordered the greatest number of items
- what customer brought the biggest revenue
- how big refunds for each shopper
- where the customers are from
- what is the customer’s life value
- what is the sum of total spending per customer
Expand this list of answers you may get on your sales by using additional data columns and data filters.
Key sales indicators in the report
Use the data on customers provided by the Advanced Reports app to be informed on key metrics. Expand it with additional columns to get a detailed view. For example, you can see a product customer’s lifetime value or total spending.
Track the number of orders, refunds, and discounts, net, total quantity within the chosen time period. Customer overview displays data such as:
- Customer name
- Customer email
- Number of orders
- Total, net, average sales amount
Use these columns to sales glance at the current statuses of each of your customers for the selected dates.
Reports similar to Sales by Customer
The sales data connected to the customers can be tracked from another scope. The reporting tool allows you to switch time periods, and compare data between time ranges.
When generating this report, you are not limited to modifying the report exclusively by time periods. Generate the report on customers based on other factors that can be extracted from the store database.
In conjunction with the sales by customer, a store manager can often use summaries such as:
- Sales by Customer Tags. The simple report that shows information by the tag that is connected with the customer rather its name or email
- Sales by Customer Group - Paid and Partially Refunded. Sometimes it is more representative to see data on customers with similar interests. Such customers can be placed into the corresponding groups. This report filters sales by the financial status of Paid or Partially Refunded options.
Additionally, store managers can utilize other types of reports to monitor the sales in the store:
- Sales Overview. It contains key sales indicators and it can be used to determine when sales were the best/worst for the specified time range.
- Sales by Day. Use it to view sales information for each day in the specified time range.
- Sale by Hour. A convenient method to know the exact time when your store has the busiest hours. See the sales that occurred every hour.
- Sales by Year. Use it as a yearly summary of sales in your store and compare it with data for previous years.
- Sales by Channel. See what channels bring sales to your store. Get information on whether it is an offline POS or online store.
- Sales by Discount. See what marketing campaigns had the most success in your store.
- Sales by product. Displays the information on purchases for each product name or SKU.
- Average Order Value Over Time. It shows how the average check has changed over a certain time period, for example, a month.
- Sales by Day of Week. Quickly see which day of the week brings you the most orders.
Key columns for sales by customer
Typically the table with the data on customers consists of columns such as:
- ORDERS Email
- CUSTOMERS Name
- ORDERS Number of orders
- ORDERS Refunds
- ORDERS Discounts
- ORDERS Net amount
- ORDERS Total amount
- ORDERS Average amount
You are totally free to exclude any existing columns from the report or add more. Simply choose available columns from the list.
Here is how some of the key columns in the default report are calculated:
- ORDER Net Amount. This column is calculated through the total price and refund.
[ORDER Net Amount] = [ORDERS Total amount] - [ORDERS Refunds]
Variations of sales by customer report
You can get another view on sales besides the standard view on purchases made by each customer. Using variations of the default report, you can obtain a clearer insight into the business performance of your store.
One of the easiest ways to glance at the business's success is to compare a specific date range to a previous period.
Using filters and sorting options you can get answers to some other questions regarding sales. Here are some examples of the report variations.
How to see sales by location
You can easily see the sales data for each customer and their geographical location.
How to see customer’s lifetime value
It is well known that existing customer costs less than attracting a new one for a store. Depending on each customer's purchases, they set their value for a store.
You can easily see the customer lifetime value with the CUSTOMERS CLV data column. Use it to monitor for signs of shoppers' attrition in your store.
How to see gross margin as a percentage
Gross margin is one of the parameters for the business performance, which shows how much financial funds the store retains. The higher this indicator is, the more capital is available to pay for other costs.
See the gross margin as a percentage by activating a corresponding column.
[ORDERS Gross Margin, %] = ([ORDERS Net Sales] - [ORDERS COGS]) ÷ [ORDERS Net Sales] × 100
The result is rounded to two numbers after the comma sign. If the calculation result is negative, the report shows zero value in the table.
How to get details on sales transactions
The sales overview can be extended with the data columns on transactions. You can get information such as:
- Gateway from which the operation was made
- Source name of the transaction
- Current status of the transaction
- Transaction type (sales, refund)
- Creation timestamp
- Transaction total amount for each sale day
How to see the total cost of ordered items
The total cost of ordered items in the order is calculated as:
[ORDER ITEMS Total Cost] = [ORDER ITEMS Quantity] × [INVENTORY ITEMS Cost]
How to see what type of customer has placed the order
A store can have either new or recurring customers and the latter being preferable. Merchants can easily see what types of customers buy in their stores within the ORDERS Customer Type column.
If the date of the customer’s first order is equal to the order processing date, then the customer is considered a first-time buyer. Otherwise, he or she is assigned to a Returning type. If the report cannot detect the customer ID it will display the Unknown value.
How to get the total shipping price for a partial item
For each order, get the shipping price calculation :
[ORDER ITEMS Total Shipping Price] = [ORDERS Shipping Price] ÷ [ORDER FACTS Quantity] × [ORDER ITEMS Quantity]
How to get total sales for orders
Get the sum of total sales calculated as:
[ORDERS Total Sales] = [ORDERS Net Sales] + [ORDERS Shipping] + [ORDERS Tax]
The ORDERS Net Sales is obtained as:
[ORDERS Net Sales] = [ORDERS Gross Amount] - [ORDERS Discounts] - [REFUNDS Returns]
The ORDERS Shipping is obtained as:
[ORDERS Shipping] = [ORDERS Shipping amount] - [ORDER ADJUSTMENTS Total Shipping Amount]
The ORDERS Shipping is obtained as:
[ORDERS Tax] = [ORDERS Taxes] – [REFUND ITEMS Total Tax Amount]