Customer segments

Every customer is scored and placed into segments automatically, from their real ordering history. There is nothing to maintain — no lists, no exports, no tags to apply by hand — and the segments stay current as behaviour changes.

The nine segments

Five describe behaviour:

Segment	Who is in it
VIP	Your best customers overall
High spender	High total spend
High AOV	A high average order value — fewer, larger orders
Repeat	Orders again and again
At risk	A good customer whose ordering is tailing off

Four describe lifecycle stage: New, Active, Most active and Lapsed. A customer can hold several at once — most active and high spender, for instance — because the two axes are independent.

The thresholds are yours

What counts as a high spender in a city-centre restaurant is not what counts in a supermarket. Every threshold is configurable: what makes a customer VIP, active, lapsed, at risk, new, a high spender, a high-AOV customer, and the recency, frequency and monetary bands used to score them.

Set them against your own numbers rather than leaving the defaults. If “lapsed” is set to 90 days but your customers order weekly, you will find out someone has gone three months too late to do anything about it.

Churn risk

Alongside the segments, each customer carries a churn risk of low, medium or high, derived from how their recent behaviour compares with their own history. It is available as a filter when building an audience, and it is sharper than “lapsed” — it catches a weekly customer who has slipped to fortnightly, before they disappear entirely.

Where segments show up

Broadcast — as an audience filter, alongside spend, order count, wallet balance, reward points and churn risk.
Marketing Autopilot and Marketing Promotions — as trigger conditions, so a campaign only fires for the customers you meant.
Segmentation Analytics (/reports/segmentation-dashboard) — the shape of your customer base and how it is shifting.
Customer records, in reports and in the partner app, so staff can see who they are dealing with.

Reading the segmentation report

Look at the movement, not the snapshot. A single month’s distribution says little; the direction says a lot.

A growing Lapsed slice means retention is leaking, whatever your order count is doing.
A growing New slice with a flat Repeat slice means you are buying customers who do not come back — an onboarding problem, not an acquisition one.
A shrinking At risk slice after a win-back campaign is that campaign working.

Worth ten minutes once a month, even when you are running no marketing at all.

Troubleshooting

Symptom	Cause
Everyone is in one segment	The thresholds are far from your real numbers — start with the reorder gap
A customer looks misplaced	Segments are recalculated on a schedule, so a very recent order may not be reflected yet
A campaign reached nobody	Trigger conditions can combine to an empty audience; loosen one at a time
Segments are missing from a report	Some reports are gated by which modules the tenant has enabled

Was this page helpful?

This site uses a chat widget that sets a cookie so it can keep your conversation. See the privacy policy.