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Customer Report ​

The Customer Report provides a full overview of a customer’s trading activity, performance, and ordering behaviour.

It is split into several sections covering overview metrics, sales performance, ordering patterns, and trends over time.

Overview ​

The overview section gives a quick summary of the customer’s scale and activity:

  • Locations – total number of active customer locations
  • Orders – total number of orders placed
  • Items – total number of unique item types ordered

The Items metric is particularly useful for understanding ordering behaviour.
It shows how broad or narrow a customer’s purchasing range is:

  • A low number suggests the customer buys a small, consistent product range
  • A high number suggests varied purchasing behaviour or frequent changes in demand

Sales Stats ​

This section provides key commercial performance metrics:

  • Sales
  • Quantity
  • Average Order Value
  • Highest Order Value
  • Lowest Order Value

If the user has permission to view costs, additional metrics are shown:

  • Cost
  • Profit
  • Margin
  • Markup

Filters ​

Sales stats can be filtered by:

  • Date range
  • Order status

Order Status Breakdown ​

A simple breakdown showing how many orders currently exist in each status (e.g. pending, completed, cancelled).

This helps identify operational bottlenecks or delays at a glance.

New Lines ​

The New Lines panel shows items that the customer has only recently started ordering.

This helps highlight:

  • New product adoption
  • Changes in buying behaviour
  • Expansion into new product categories

A time-series line chart showing how performance changes over time.

Available metrics:

  • Sales
  • Quantity

If the user has cost permissions:

  • Cost
  • Profit
  • Margin
  • Markup

Filters ​

  • Date range
  • Order status

Top Analysis ​

A bar chart used to identify top contributors across different dimensions.

Available views:

  • Top Items
  • Top Locations
  • Top Account Managers

The same filters apply as the trends chart.

Gap Analysis ​

Gap analysis measures ordering frequency and spacing between orders:

  • Average gap between orders
  • Gap since last order
  • Gap since first order
  • Smallest gap
  • Largest gap

This section is useful for identifying:

  • Customers who may be slowing down or at risk of stopping
  • Irregular ordering patterns
  • Opportunities for follow-up or account management

Video Walkthrough ​

A full walkthrough of the customer report is shown below: