> ## Documentation Index
> Fetch the complete documentation index at: https://docs.marzipan.co/llms.txt
> Use this file to discover all available pages before exploring further.

# Customers and rewards

> Reports covering your customer base, retention, lifetime value and loyalty programme.

These two reports look at the people behind the orders — who your customers are, how well you retain them, and how your loyalty programme is performing.

## Customers

A view of your customer base and how well you retain it.

* Total, active and new customers
* Repeat-purchase and retention rates
* Average lifetime value

It also includes an **RFM analysis** with customer segments, a customer lifetime value trend, and your top customers.

### RFM analysis

RFM groups your customers into segments by how recently they bought, how frequently they buy, and how much they spend. The segments give you a way to read the base as groups rather than as one number — so you can tell a growing set of loyal customers from a growing set of lapsing ones.

### Lifetime value

Alongside the average lifetime value figure, the report shows a **CLV trend** over the selected period, and lists your **top customers**.

## Rewards

Track how your loyalty programme is performing.

* Members
* Points earned, redeemed and outstanding
* Redemption rate
* Member vs non-member average order value, and AOV lift
* Tier distribution
* Tier upgrades and downgrades

**AOV lift** compares what members spend per order against non-members, so you can see what membership is worth. **Outstanding** points are those earned but not yet redeemed.