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Customer enrichment

Customer enrichment is a per-customer summary of recent shopping behaviour, derived from the customer's transactions. It rolls up Basket missions and related attributes into a compact set of dimensions that can be used directly for segmentation, lifecycle analysis, and personalised marketing.

Each customer's enrichment is maintained automatically by Spaaza, so it reflects recent reality rather than a stale snapshot from when the customer first signed up.

What the enrichment contains​

The enrichment captures shopping behaviour across several dimensions, each derived from the customer's basket history.

Shopping intent​

  • Mission mix — the proportion of the customer's transactions falling into each mission type (refill, stock-up, routine top-up). Useful for identifying customers who lean heavily on focused refill trips versus those who do larger planned shops.
  • Refill sub-type mix — within refill missions, the breakdown by dominant category. Lets marketing speak to what a customer reliably comes in for: a customer with mostly liquor refills behaves differently from one with mostly smoking or petcare refills.

Category engagement​

  • Universal category mix — the share of items the customer buys across each of Spaaza's universal product categories. Reflects what the customer typically reaches for at your business.
  • Average products per category and variety bucket — how much the customer typically buys within each category they shop. A customer who picks up several items each time they engage with a category is described as High variety; a customer who picks up a single item per category sits in the Single product bucket. The buckets are Single product, Low, Mid, and High.
note

Enrichment is based on Spaaza's universal product categories. If a category that matters to your business is not already present, it can be added — contact Spaaza to extend the mapping.

Time and rhythm​

  • Daypart mix — the proportion of transactions across morning, lunch, afternoon, evening, and night, expressed in your business's local timezone.
  • Weekend share — the proportion of transactions on Saturdays and Sundays.

Own brand​

  • Private-label average — the average share of own-brand items across the customer's recent transactions. A higher value indicates stronger own-brand engagement.

Where to find this in Console​

The customer enrichment is written onto the customer record, so it appears anywhere customer data is surfaced in Spaaza Console:

  • On a specific customer's profile page, useful when reviewing an individual customer.
  • As criteria when building Customer segments, so you can target and analyse groups by their shopping behaviour.
  • In customer exports, for analysis in your own tools.
  • Through Spaaza's API, for systems that consume customer data directly.

Limits worth knowing​

  • Customers with no transactions. A customer who has never shopped does not yet have an enrichment. It is created on their first transaction.
  • Inactive customers. Customers who have not shopped recently keep the enrichment from their last active period. When they return, their next transaction begins refreshing it again.
  • Tied to Basket missions. Customer enrichment aggregates over the per-transaction attributes described in Basket missions. It uses the same per-business configuration and is enabled or disabled together with that feature.

Enabling customer enrichment​

Customer enrichment is not available by default. It is enabled for your business by Spaaza, together with Basket missions, so to switch it on, contact Spaaza.