Customer - Customer Cohort (Brand)
Updated Wed 28 Oct 2026
Running the report
Report options
Between start date / and end date,
The first and last day of the period. Both default to today. Each day runs from 00:00 to 23:59 in each store's own time.
show customers that...
The group of customers (the cohort) to list. Default: placed any order.
- placed their first ever order
- The customer's very first completed order falls in the period. Anyone who ordered before the start date is left out, however long ago that was.
- placed their most recent order
- The customer ordered in the period and has not ordered since the end date. Useful for finding customers who have gone quiet.
- placed any order
- The customer had at least one sale in the period, including a sale that was later voided.
- did not place an order
- Every customer of your brand's stores who had no sale at all in the period.
- have a higher / lower than normal average order value
- The customer's average order in the period is above (or below) the normal average order: the brand's average, or the store's average when you group by store.
- order less frequently than normal
- The customer placed two or more orders in the period and the average number of days between their orders is more than normal: the brand's average, or the store's average when you group by store.
- had a voided sale
- At least one of the customer's sales in the period was voided (with or without wastage).
Group by store
Unticked by default. Unticked, you get one list for the whole brand, compared with the brand's averages. Ticked, the list is split into a section per store, each with that store's count and averages, and every customer is compared with their own store's averages.
Format for CSV exporting (Excel)
Unticked by default. Tick it to export the list to Excel or a mailing tool: the report then prints one row of column headings and one line per customer, with a Store name column, and no page headings, selected parameters panel, store sections, totals or privacy notice.
The report at a glance
The date line shows the period: from 00:00 on the start date until 23:59 on the end date. Below it, a panel repeats the options you chose. The page footer shows the brand name and number, the report version, the page number, who ran the report and when.
- Selected parameters: a reminder of the options this run used.
- The customer list: one line per customer in the group, A to Z.
- Store totals: when grouped by store, a count and the store's averages under each store's section.
- Brand averages: how many customers matched in total, and the brand's average order size and order frequency.
- Privacy notice: how to handle the personal information in the report.
Selected parameters
A panel under the report heading that repeats the options this run used, so a printed or saved copy shows what the list is. It is not printed when you tick Format for CSV exporting (Excel).
| Selected parameters | |
|---|---|
| GROUPED BY STORE | FORMAT FOR CSV EXPORTING |
| Yes | No |
| SHOW CUSTOMERS THAT | |
| placed any order | |
The last line uses the same wording as the show customers that... choices, for example placed their first ever order.
The customer list
Each line is one customer. The figures are for the period only and count completed sales; voided sales are left out of every figure. When you group by store, each store's section starts with the store's name on a coloured strip, and the strips alternate blue and green so you can tell the stores apart.
| Customer name 1 | Customer phone number | Customer email address | Customer reference | Number of orders 2 | Total order value 3 | Average order value 4 | Average order frequency (days) 5 |
|---|---|---|---|---|---|---|---|
| Bob's Burgers Boardwalk | |||||||
| Lindiwe Khumalo | 082 555 0201 | lindiwe@example.com | 2 | 480.00 | 240.00 | 12 | |
| Pieter Smit | 083 555 0202 | Staff | 1 | 150.00 | 150.00 | ||
| Bob's Burgers Times Square | |||||||
| Amy Daniels | 082 555 0101 | amy@example.com | VIP | 3 | 615.00 | 205.00 | 9 |
| Dev Pillay | 072 555 0104 | dev@example.com | 0 | 0.00 | |||
1 Customer name, phone number, email address and reference
As captured on the customer's record at the store where they were added. The list is sorted by name within each store; click a column heading to sort by that column instead.
2 Number of orders
Completed orders in the period. Dev shows 0 because his only sale in September was voided: he is in placed any order and had a voided sale, but has no completed order.
3 Total order value
The value of those orders including VAT, after discounts and including any delivery charge.
4 Average order value
Total order value divided by Number of orders: Amy spent 615.00 over 3 orders, so 205.00.
5 Average order frequency (days)
The average number of days between the customer's orders in the period. Amy ordered on 4, 12 and 22 September: gaps of 8 and 10 days, so 9. It is empty for anyone with fewer than two orders in the period.
Store totals
Only when Group by store is ticked. Each store's section ends with three lines for that store.
| Number of customers matching this cohort: 1 | 2 |
| Bob's Burgers Boardwalk average order size: 2 | R210.00 |
| Bob's Burgers Boardwalk average order frequency: 3 | every 12 days |
1 Number of customers matching this cohort
How many customers are listed for this store.
2 Store average order size
The average completed order of all the store's customers who ordered in the period, not only the ones listed. At Boardwalk, Lindiwe's two orders and Pieter's one come to 630.00, and 630.00 divided by 3 is 210.00. When grouped by store, this is the "normal" for higher than normal and lower than normal.
3 Store average order frequency
The average number of days between orders, over every customer of the store with two or more orders in the period. When grouped by store, this is the "normal" for order less frequently than normal. It shows n/a (needs 2+ orders) when no customer of the store placed two or more orders in the period.
Brand averages
At the end of the report, for the whole brand.
| Number of customers matching this cohort: 1 | 4 |
| Brand's average order size: 2 | R207.50 |
| Brand's average order frequency: 3 | every 10 days |
1 Number of customers matching this cohort
How many customers are listed in total.
2 Brand's average order size
The average completed order of every customer who ordered at any of your stores in the period. In the example, the six orders by Lindiwe, Pieter and Amy come to 1 245.00, and 1 245.00 divided by 6 is 207.50. Unticked Group by store, this is the "normal" for higher than normal and lower than normal.
3 Brand's average order frequency
The average number of days between orders, over every customer in the brand with two or more orders in the period. Lindiwe's gap (12) and Amy's (8 and 10) average 10. Unticked Group by store, this is the "normal" for order less frequently than normal. It shows n/a (needs 2+ orders) when no customer placed two or more orders in the period.
Privacy notice
The report lists names, phone numbers and email addresses, so it ends with a Privacy and Data Protection Warning. It reminds you to let only people who need the list run or see it, to shred printed copies when you are done with them and to delete exported files securely once they have served their purpose. Follow it, and your own company's privacy policy, every time you use the list.
Frequently asked questions
Why does a customer show 0 orders?
Their only sale in the period was voided. Voided sales put a customer in placed any order and had a voided sale, but they are never counted in the order figures.
Why is the average order frequency empty for some customers?
The customer placed fewer than two completed orders in the period, so there is no gap between orders to measure. Choose a longer period to see it for more customers.
A customer ordered in my period, so why are they not under "placed their first ever order"?
They had a completed order before the start date. This option looks at the customer's whole history, not only the dates you chose. Use placed any order to see everyone who ordered in the period.
Why does a customer move in or out of "higher than normal" when I tick Group by store?
Ticked, each customer is compared with their own store's average; unticked, with the brand's average. A customer who spends more than their store's average can still spend less than the brand's average, and the other way round.
Why don't the totals match my sales reports?
This report only counts sales with a customer on them, and shows values including VAT and delivery charges. Sales reports include walk-in sales and may show figures excluding VAT, so they will usually be higher.
Why does an average line say "n/a"?
There is nothing to average. n/a (needs 2+ orders) next to an order frequency means no customer placed two or more completed orders in the period, so there are no gaps between orders. n/a next to an average order size means no customer had a completed order. Choose a longer period.
Why can a sale late at night count on a different day than in the store's own Customer Cohort report?
The brand report uses whole days, 00:00 to 23:59. The store report uses the store's trading day, which ends at the store's close-of-trade time. A sale at 01:30 counts on the new day here, but on the previous trading day in the store report if the store closes trade after 01:30.
Why can't I click a phone number to open the customer?
The Individual Customer report is a store report. Open the store's own Customer Cohort report and click the phone number there.
How do I get the list into Excel?
Tick Format for CSV exporting (Excel), run the report and export it. You get a heading row and one line per customer with their store's name, ready to import.
Glossary
- Average order frequency
- The average number of days between a customer's completed orders in the period. Needs at least two orders.
- Average order value
- A customer's total order value divided by their number of completed orders in the period.
- Cohort
- A group of customers who did the same thing in the period, for example placed their first ever order.
- Completed order
- A sale that was not voided. Only completed orders count in the figures.
- Customer
- A person captured on a store's customer list, usually by phone number, and linked to their orders.
- Group by store
- Splits the list into a section per store and compares customers with their own store's averages.
- Selected parameters
- The panel under the report heading that repeats the options used for this run.
- VAT
- Value-added tax or your country's equivalent sales tax. The order values in this report include it.
- Voided sale
- A sale cancelled after it was rung up, with or without wastage.