Five essential customer reports: Lexer Track Tables guide

Understanding your customer segments is crucial for making informed business decisions. This guide walks you through five popular Lexer Track Tables that help you unlock deeper insights into your segments, and track customer behavior.

Meaningful metrics

Before diving into the tables, let's cover the core metrics you'll want to include in your reports, a few of our favorites are:

• Segment Population: How many unique customers per segment
• Average Total Spend: Total revenue generated by each customer in the segment
• Average Total Orders: Number of orders per customer
• Average Items Per Order: Number of products per transaction
• Average Order Value: Revenue per individual transaction
• Average Discount: Which segments are taking advantage of discounts
• Count of Email Opt-in Status: How many of the segment is opt-ed in
• Average Email Open Rate: How often the segment opens emails
• Average Days Between Orders: Which segments are quickest to repeat purchase
  

1. RFM segmentation

RFM analysis is your must-have customer health checkup. Use this table to track the value of your most valuable customer segments and their changes over time. 

Segments: Active high-value, Active low-value, Inactive high-value, Inactive low-value, Lapsed high-value, Lapsed low-value (Total spend, Last order date).

2. Understand order channels

Track and compare performance of customers by purchase channel. Three exclusive segments: Online only, In-store only, and omni-channel customers who shop both. If your goal is to increase the number of omni-channel customers then this table is mandatory.

Channel segments: Online, In-store, Omni-channel (Order channel).

3. Compare locations

For multi-location retailers, or those who manage venues, this table helps compare location performance at a glance. Quickly identify high-performing locations and which produces the most high-value customers. Other recommended use cases include understanding the number of items/orders per location, discounts, and return rate. 

Segments: Create a segment for each location (Store/Venue location).

4. Customer acquisition by year

Track how your acquisition efforts are impacting customer lifetime time value year on year. Understand which year drove the most new customers, but also-more importantly-which year drove the best customers.

Segments: Customers by year of acquisition (First order date).

5. First purchase category analysis

Understand which product categories help produce the most high-value customers. What do high-value customers buy first? This helps influence paid social prospecting, merchandising, and product journeys. In this example we can see Dresses are the most commonly purchased first item (314k), but Skirts and Skorts customers are worth more ($253).

Segments: First purchased product category (First order product).

Best practices for effective use of Lexer Track Tables

• Start simple: Begin with these tables and expand as you go
• Comparative analysis: Look for trends and changes over time
• Cross-reference: Compare tables to gain multi-dimensional insights
• Use AI insights: Leverage Lexi to uncover hidden patterns
• Democratize: Share across teams to level up customer understanding
• Regular routine: Include in weekly, monthly, and quarterly reports

Lexer Track Tables transform complex data into actionable insights. By focusing on these five essential tables first, you'll develop a comprehensive view of your customer performance. And remember, the goal isn't just to collect data—it's to tell a story that drives better business decisions.