A retail customer is a lighter, business-to-consumer customer record built for retail and eCommerce: a shopper profile with order history, payments, membership and analytics, kept separate from the fuller business customer with its registration and accounting apparatus.
- How it differs from the business customer
- What the record tracks
- How shoppers arrive from online stores
Anatomy of the screen
A retail customer has tabs for the Profile, Orders, Payments, Deliverables, Membership and Statistics. It holds the everyday contact details, name, email, mobile, address, the eCommerce site the shopper came from, and basic demographics, without the company registration and ledger wiring of a business customer.
How it behaves
A shopper, not a business
The retail customer is pure business-to-consumer: optimised for quick lookup at a counter or online, it drops the company apparatus a business customer carries. In its place it tracks the things that matter for retail, the order and payment history, fulfilment, a membership or loyalty state, and statistics like order frequency and value. Shoppers can be created automatically as orders arrive from an eCommerce site.
Edge cases and good practice
- Retail customer for shoppers, the business customer for companies you invoice on terms.
- Let online stores create customers automatically rather than re-keying.
- Use the statistics to spot your repeat and high-value shoppers.
Related
- Reference: Retail Order
- Reference: Customer (the business-side record)