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.
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:
Expand this list of answers you may get on your sales by using additional data columns and data filters.
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:
Use these columns to get a sales glance at the current statuses of each of your customers for the selected dates.
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:
Additionally, store managers can utilize other types of reports to monitor the sales in the store:
Typically, the table with the data on customers consists of columns such as:
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]
You can get another view of 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.
You can easily see the sales data for each customer and their geographical location. Depending on each customer's purchases, they set their value for a store or least purchases.
It is well known that existing customers cost 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.
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 a zero value in the table.
The sales overview can be extended with the data columns on transactions. You can get information such as:
The total cost of ordered items in the order is calculated as:
[ORDER ITEMS Total Cost] = [ORDER ITEMS Quantity] × [INVENTORY ITEMS Cost]
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.
For each order, get the shipping price calculation :
[ORDER ITEMS Total Shipping Price] = [ORDERS Shipping Price] ÷ [ORDER FACTS Quantity] × [ORDER ITEMS Quantity]
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]
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