Customer report and cohorts
Customer analysis, retention, churn, new vs returning, cohort analysis
Customer report and cohorts
The customer side of Reports: who visits you, how often, how much they spend, and how many disappear.
Where to find it
Reports → Clients tab. + Separate: Cohorts (/manager/reports/cohorts).
Clients tab, 3 sub-tabs
1. Overview
KPI cards
- Total Clients – all customers
- Active Clients (%) – active rate
- New Clients – new customers (in period)
- VIP Clients – top spenders
Client Retention
Circular progress + 4 sub-metrics:
- Returning Clients – count
- Churn Rate % – churn rate
- Avg Visits – avg visit count
- Avg Spend – avg spend
Client Segments
New vs Returning stacked bar. Trend analysis.
2. Summary
By location:
- Location, Total Clients, New Clients, % New, New at Location, % New at Location, Returning Clients
3. Client List
Full customer directory (paginated):
- Name, Gender, Age, Phone, Email, Added, First booking, Last booking
Cohorts
Cohort analysis shows how many customers came in a given period (new) and how many returned later.
Presets
- This month, Last month
- Last 30 days, Last 90 days
- This year, Last year
Summary KPIs
- New Customers – new count
- Returning Customers – returning count
- Revenue from New – revenue from new
- Revenue from Returning – revenue from returning
Stacked monthly revenue chart
One bar per month, two colors:
- Blue – revenue from new
- Green – revenue from returning With labels: customer counts.
When to use it
Scenario 1, "are people sticking with us" Clients → Overview → Active Clients %. Above 60% healthy. Below 30% serious churn issue.
Scenario 2, marketing strategy Cohorts → Stacked chart. Low new share? Boost marketing. Low returning share? Focus on retention (loyalty, referrals).
Scenario 3, identify top spenders Clients → Overview → VIP Clients KPI. Or Client List sorted by spend. Communicate separately with VIPs.
Scenario 4, churn analysis Clients → Overview → Churn Rate. 20%? Find who hasn't returned in 6 months and reactivate (discount email).
Scenario 5, multi-location analysis Multi-location: Summary tab. Which location has more new customers? Which has better retention?
Scenario 6, birthday marketing Client List → Excel export → filter by age. Email campaign, special offers for customers turning 30.
Reading the cohort chart
One bar = one month's total revenue.
- Blue portion = revenue from new customers
- Green portion = revenue from returning customers
Healthy ratio: ~30% new, ~70% returning. 80% new and 20% returning means strong marketing but weak retention (customers come once, never again).
Tips
- Retention metrics are business health, justifying marketing spend. 50% churn = stuffing-marketing barely keeps even.
- Use VIP Clients for separate communication channels, e.g., early offers, exclusive services.
- "Active Clients %" is the salon's pulse, reactivate inactives via email campaigns.
- Check Cohorts chart monthly, new vs returning ratio is fast marketing feedback.
- Avg Spend grows with upsell: package offers, premium services. Customers module's Segments helps targeting.
- Client List export is good for email campaigns, but no unsolicited marketing. Always GDPR opt-in.