Customer Reports and Retention

Overview

• Customer Reports classify New versus Returning from purchase history before the selected report period.
• Summary includes Registered customers, Active customers, New customers, and Returning customers, plus sales by customer and Customer Group.
• Customer Retention adds Active/New/Returning/Dormant 90+ day views and matured 30/60/90-day retention cohorts.
• A retention cohort is only measured when the full local-calendar window has matured by the report end; immature cohorts are not treated as failed retention.
• Customer Retention is aggregate-oriented and does not expose individual customer identity rows.

When to use this

• Use Customer Reports for who purchased in a period; use Customer Retention for whether acquired customers returned after enough time elapsed.

Step-by-step

1. Select Store/date range.
2. Compare New and Returning counts.
3. Review Sales by Group for loyalty/customer-group behaviour.
4. Open Customer Retention for matured 30/60/90-day cohorts.
5. Use Dormant 90+ as a re-engagement indicator rather than a permanent churn label.

Common mistakes

• Do not calculate retention from a cohort whose 30/60/90-day window has not matured.
• Do not assume every Walk-in order can contribute to registered-customer reporting.
• Do not interpret Dormant as proof the customer will never return.

Troubleshooting

• If a known customer is classified New, check whether qualifying purchase history exists before the selected range and within the Store scope.
• If customer counts are low, inspect how many recognised orders actually have linked Customer profiles.