Customer & Loyalty Metrics Group

The Customer & Loyalty Metrics group consists of four indicators related to guest behavior. These include the First Time Visitor Return Rate Indicator, the Average Customer Repeat Rate Indicator, the Gender Distribution Indicator, and the Age Distribution Indicator.

The First Time Visitor Return Rate and Average Customer Repeat Rate indicators will function properly whether or not guests ever connect to the location’s Wi-Fi system. However, the Gender distribution and Age Distribution indicators will only function if guests have connected to Wi-Fi using either the login with Facebook or the Full Registration connection option.

First Time Visitor Return Rate Indicator

The First Time Visitor Return Rate indicator shows the number and percentage of guest mobile devices that have ever returned to the location. The indicator consists of a large number which shows the total number of returning guest mobile devices, and a circle graph which represents the percentage of guest mobile devices that have returned at least one time. Also depicted on the circle graph are the number and relative proportion of returning visitors (darker segment) and non-returning visitors (lighter segment).

Of special note with this indicator is that, while most dashboard indicators show data for the selected date range, this indicator displays data for a rolling 12-month period leading up to the To date currently selected in the date range device. In other words, only the second date in the range is considered, and the indicator reflects all activity for the year ending on that date.

Average Customer Repeat Rate Indicator

The Average Customer Repeat Rate indicator displays the mean average number of times that a guest mobile device has visited the location during the date or date range selected. Also shown on the indicator is a bar graph representing a frequency distribution of guest mobile device visits.

After Bloom Intelligence is implemented at a new location, it is common for the bar graph to show a pronounced uptick in the highest category; “10+”. While this may indicate a small number of high-repeat guests, this may also be due to managers, employees, and house Wi-Fi devices such as POS and other systems that never leave the location. Bloom Intelligence does not currently have any routine in place to identify and remove devices with high repetition rates. 

Gender Distribution Indicator

The Gender Distribution indicator shows a bar graph indicating the number of male and female guests at a location, during the selected date range. The large number represents the percentage of gender with the greatest representation.

It is important to recognize that this indicator measure visits – not guests. Therefore, if a male guest visits a location five times over the course of a week, he will be counted five times.

Data for this indicator come from landing page portal logins and require that the customer site uses the Full Registration connection option or has login with Facebook enabled for the landing page. An exception to this is if the guest has logged in or registered at another Bloom Intelligence location. In this case, this indicator will report the gender of known guests visiting a location even if they have not used that particular location’s Wi-Fi. No other information will be provided about this guest, however. 

Age Distribution Indicator

The Age Distribution indicator shows a bar graph indicating the number of guests in each of several age brackets at the selected location(s), during the selected date range. The large number represents the mean average age of all guests at the location(s) during the selected date range.

Data for this indicator come from landing page portal logins and requires that the customer site uses the Full Registration connection option or has login with Facebook enabled for the landing page. An exception to this is if the guest has logged in or registered at another Bloom Intelligence location. In this case, this indicator will report the age of known guests visiting a location even if they have not used that particular location’s Wi-Fi. No other information will be provided about this guest, however.