Every transaction through your loyalty platform generates data. Most merchants collect it but never use it. Here's how to turn analytics into revenue.
Key Metrics to Track
Customer Lifetime Value (CLV)
How much does the average customer spend over their entire relationship with you? Segment customers into high, medium, and low CLV groups. Your strategy for each should differ dramatically.
Visit Frequency
How often do customers return? Plot the distribution — you'll likely see a power law where 20% of customers drive 60%+ of visits. These are your VIPs.
Average Transaction Value
Track this over time. If it's declining, customers might be trading down. If it's rising, your upselling is working.
Churn Rate
What percentage of active customers become inactive each month? Define "inactive" consistently (e.g., no visit in 60 days) and track the trend.
Turning Data into Action
- High CLV, declining frequency → send a personalised "we miss you" offer before they churn
- New customers, single visit → trigger a welcome-back campaign at 7 days
- High frequency, low spend → offer bundle deals or upsell incentives
Experience Zeno's merchant dashboard surfaces these metrics automatically.