The Customer Demographics page gives you a bird's-eye view of where your customers come from and how they engage with your store. By grouping customers by zip code, state, area code, or driver's license state, you can spot geographic trends, measure opt-in rates by region, and make smarter decisions about where to focus your marketing efforts.

All data on this page is aggregated and anonymized -- no individual customer information is displayed. This makes it a safe, privacy-friendly tool for sharing insights with your team.

Navigation: Admin > Customers > Demographics

Four filter controls run across the top of the page. Adjust them to narrow down exactly which customers you want to analyze, then click Search to update the results.

Tip: Set Min Buys to 2 or higher and narrow the Last Visit range to the past 90 days to focus on active, repeat customers. This filters out one-time visitors and gives you a clearer picture of your loyal customer base.

Four stat cards appear below the filters, giving you a quick snapshot of the filtered results.

These cards update every time you click Search, so you can quickly compare totals as you adjust your filters.

Below the summary cards, a column chart displays the Top 15 groups ranked by customer count. The chart title updates automatically based on your Group By selection -- for example, "Top 15 by Zip Code" or "Top 15 by State."

This chart makes it easy to see at a glance which areas drive the most traffic to your store.

Tip: Switch the Group By to Area Code for a broader geographic view, or use DL State to see how many customers travel from neighboring states.

The full data grid sits below the chart and contains detailed numbers for every group, not just the top 15. The columns adjust based on your Group By selection. For example, when grouped by Zip Code:

The grid supports sorting (click any column header), searching (use the search bar to find a specific zip code or state), and pagination for large result sets.

Click the Export button to download the grid data as an Excel file. This is useful for sharing demographic insights with your team or importing the data into other marketing tools.

Tip: Use the grid's built-in sorting to find groups with the highest Avg Buys -- these are the areas where your most valuable customers live.

Group by Zip Code or State to see where your customers are concentrated. If a large cluster lives in a specific zip code, consider direct mail campaigns, local advertising, or community events in that area.

Look at the SMS % and Email % columns to identify areas with low opt-in rates. If customers from a particular zip code rarely opt in, your in-store team may need to adjust their approach when serving customers from that area.

Set Min Buys to 3 or more and narrow the Last Visit date range to the last 60-90 days. This filters out casual or lapsed visitors and shows you only the geographic areas producing loyal, returning customers.

Switch Group By to DL State to see how many customers come from other states. This is especially useful for stores near state borders or in tourist-heavy areas, where out-of-state marketing could be worthwhile.

Use the Opted In filter to toggle between "SMS Opted In" and "Not SMS" and compare the geographic distribution. This can reveal whether certain areas are underserved by your messaging campaigns.