How to Calculate AOV by Customer Segment

How to Calculate AOV by Customer Segment in IZI

To calculate average order value (AOV) by customer segment, open Analytics for your club in IZI CRM, navigate to the Clients section, and select the Revenue & ARPU tab. IZI splits the data into four subtypes: New (registered), New (unregistered), Returning (registered), Returning (unregistered). The same chart draws ARPU lines for the “New” and “Returning” groups — these lines are your segment AOV in motion: revenue of the segment divided by the number of unique customers in it for the period.

Two calculation methods are available: Cash-basis (counts balance top-ups) and Accrual (counts actual charges for sessions, bar, and combo orders). For segment AOV, accrual is more precise — it shows what each segment spends on, not when they fund their account. The gap between new-customer ARPU and returning-customer ARPU is the headline signal: the wider it is, the larger the potential of your loyalty program. A typical pattern: returning registered customers spend 1.5–2.5× more than new unregistered customers per visit.

Why Segment AOV Matters More Than Overall AOV

Club-wide AOV is an average of averages. It hides where growth actually comes from. Breaking it by segment gives you three concrete insights.

1. Real conversion potential. If returning registered ARPU is 2× higher than new-customer ARPU, converting a first-timer to a regular is expensive — but pays back many times over. Knowing the exact multiplier lets you set a sensible acquisition cost ceiling.

2. Calibration point for the bonus ladder. Top-up bonus thresholds (tier 1, tier 2, tier 3) should be anchored to the AOV of your target segment — see the methodology playbook. Building tiers from the blended club AOV means setting a threshold that is too high for new customers and too low for high-spenders.

3. Growth diagnosis. If overall AOV rises while new-customer ARPU falls, the club is growing by volume, not by value. If only returning registered ARPU rises, the loyalty program is working but new-customer intake is soft. Each combination points to a different lever.

Step-by-Step: Opening the Segment Report

Step 1 — Open Club Analytics

In the CRM sidebar, select your club and navigate to Analytics.

Step 2 — Go to the Clients Section

Inside Analytics, find the Clients section. It contains several tabs (Overview, Revenue & ARPU, Retention, Tariff Popularity). Click Revenue & ARPU.

Step 3 — Choose the Calculation Method

In the top-right corner of the page, toggle between:

• Cash-basis — revenue recorded at the moment of balance top-up (Top-Up and Withdrawal transaction types). Useful for cash-register accounting: shows money that actually entered the register.
• Accrual — revenue recorded at the moment of consumption (Session, Bar, Combo charge types). Precise for segment AOV: shows what each customer type actually consumes.

Switch to Accrual for segment AOV calculations.

Step 4 — Set the Period and Granularity

Choose a date range in the filter. A 30-day window is a reliable baseline — shorter periods amplify outlier noise; longer periods dilute the signal if there are seasonal swings.

Granularity (day / week / month) is controlled by a toggle next to the date filter. Use weekly for trend analysis; use the full period as a single aggregate for one-off diagnostics.

Step 5 — Read the Revenue & ARPU Chart

Inside the Revenue & ARPU card:

• Bar columns (left axis) — revenue split into four segments: New (registered), New (unregistered), Returning (registered), Returning (unregistered).
• Lines (right axis) — ARPU for two rolled-up groups: “New” and “Returning”.

The ARPU line is your segment AOV. Use it as the reference number for any downstream calculation.

The Segment AOV Formula

IZI calculates segment ARPU as:

ARPU_segment = Revenue_segment ÷ Unique_customers_segment

Where:

• Revenue_segment — sum of CHARGE transactions (accrual method) or TOP_UP transactions (cash-basis) for customers of that subtype during the period.
• Unique_customers_segment — distinct playerId values in that segment during the period.

One important caveat: unregistered customers (no phone number) cannot be deduplicated across visits. Each visit without registration may be counted as a separate “customer.” As a result, ARPU for the unregistered segment is noisier and less reliable for management decisions. For strategic conclusions, anchor to the registered segments. See also the guide on one-time vs registered clients.

Reading the Gap Between Segments

What you see	What it means	What to do
Returning ARPU ≥ 2× New ARPU	Retention works, but the entry experience is weak	Strengthen onboarding: new-customer bonus, first-deposit incentive
Returning ARPU ≈ New ARPU	No differentiation — everyone spends similarly	Check whether a loyalty program exists and is configured correctly
Unregistered ARPU > Registered ARPU	Anomaly: large one-off sessions without registration	Check for outliers; exclude corporate or tournament sessions
New (registered) ARPU rising over time	Onboarding improving or new-customer tariff increased	Mark as a positive trend; log the date of any related change

Exporting Segment Data

Next to each card heading is an Export button that downloads a CSV. The file includes columns: date, New (registered), New (unregistered), Returning (registered), Returning (unregistered), ARPU — New, ARPU — Returning.

Use the export to:

• Compare periods side by side in a spreadsheet (before and after a promotion launch)
• Feed real numbers into Google Sheets for AOV trend tracking
• Build a top-up bonus ladder from your club’s actual figures rather than industry benchmarks

How Segment AOV Connects to Other Metrics

Segment AOV is one piece of a broader analytics picture. Look at it alongside:

• Club ARPU — blended revenue per active customer, without segment breakdown.
• Club baseline AOV — average spend per visit, without segment split.
• Visit frequency — how often each segment returns. Frequency × AOV = monthly customer value.
• Retention report — visit funnel: how many customers reached visit 2, 3, or N.

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Frequently Asked Questions

Where in IZI do I find AOV by customer segment? Analytics → Clients section → Revenue & ARPU tab. Revenue and ARPU are split into four subtypes: New (registered), New (unregistered), Returning (registered), Returning (unregistered).

What is the difference between cash-basis and accrual methods for segment AOV? Cash-basis records the moment of balance top-up. Accrual records the moment of consumption — session, bar, or combo charge. Accrual is more precise for segment AOV: it shows what each segment actually spends on.

Why is new-customer ARPU usually lower than returning-customer ARPU? New customers arrive without loyalty and pick the minimum tariff. Returning customers know the club, tend toward longer sessions, and order from the bar more often. The ARPU gap is a direct measure of loyalty program potential.

How do I use segment data to build a top-up bonus ladder? Use returning registered ARPU as your baseline. The loyalty program’s job is to bring new customers up to that level within 30–60 days.

Can I compare segment AOV across different time periods? There is no built-in side-by-side comparison in the Clients section. Switch periods manually or export CSV and compare in a spreadsheet.

What does “unregistered” customer mean in the report? A customer with no linked phone number. They cannot be deduplicated across visits, so unregistered segment ARPU is less reliable for strategic decisions.