Q. How do you know your customer’s age?

To use Afterpay you must be at least 18 years old. Because of this, we ask our customers their Date of Birth when they sign up to use Afterpay as part of creating their account. This is how we know our customers age.

Q. What does the bar represent for each age group?

The bar is representative of the share of Sales that each age group contributes to the overall for the selected filters. For example, in the below chart, 18-21 year olds make up 5.3% of sales for this merchant for this period and 22-24 year olds make up 10.4%. The percentages on the right hand side will add up to 100% as it represents all of your sales for that period.

What is the Afterpay Business Hub (‘Hub’)?

The Hub is Afterpay’s newly-launched product that provides our merchants with a centralized channel to view and self-manage their account.

Who can access the Hub?

Only users with specific access types can launch the Hub. For now, access is restricted to team members who do not have a Read-Only access type.

I can’t remember my password. What should I do?

Team members can reset their password through the Forget Password function. An email will be sent to their registered email address with a link to create a new password. This expires within 45 minutes. Once a new password has been created, the Hub can now be accessible.

Tip: If the link has already expired without a new password being created, a new link can be regenerated by going through the Forget Password function once more.

How can I tell who in my team has access to the Hub?

Team members can now invite and grant user access to their team members via the Hub.

1. Click on the Team Members menu option in the side navigation panel.

2. Click on the Invite Team Members button.

3. Enter each team member’s user details: Email Address, Full name (Name and Surname), Access Type

4. Click next.

5. Review and confirm the list of team members to be invited.

All brand new team members will receive an email from Afterpay. This is to help them create their own password to complete their user setup.

If a team member has an existing user profile with Afterpay, then they do not need to create a new password. As soon as they have been invited, they can launch the Hub using their existing user credentials.

Tip: If your team member has not received an email, a new email can be regenerated by going through the Forget Password function once more.

Tip: The link to create a new password expires within 45 minutes. If the link has already expired without a new password being created, a new link can be regenerated by going through the Forget Password function once more.

I have many team members to invite. Is there a more efficient way to do this?

Team members now have the option to bulk invite their team members. This allows team members to upload a CSV / Text File of users who need to be invited.

Q. What is the card that pops up when I hover over a persona?

The card that pops up when you hover over a persona is the Afterpay “Information Sheet” or a “Customer Persona Card” for that particular persona. On it, you will find a description of who that customer is, a visual representation of them alongside some key metrics of how and where they shop compared to the Afterpay customer more generally. See below for more information on specific metrics and measures

Q. How is ‘Average spend’ calculated?

Average spend is calculated by taking the total amount of Sales for that persona (with selected filters) and dividing it by the number of Customers for the selected filters for that Persona. So for example if you were looking at Last Month and the card for “Social Shopper” it would be the total Sales made via Social Shoppers in the last month ($12m) divided by the number of Social Shopper Customers last month (20k) eg, $12,000000 / 20,000 = $600 Average spend

Q. How is ‘Average order value’ calculated?

Average order value is calculated by taking the total amount of Sales for that persona (with selected filters) and dividing it by the number of Orders for the selected filters for that Persona. So for example if you were looking at Last Month and the card for “Social Shopper” it would be the total Sales made by Social Shoppers ($12m) divided by the number of total Orders made by Social Shoppers last month (80k) eg, $12,000,000 / 80,000 = $150 Average Order Value

Q. How is ‘Order Frequency’ calculated?

Order Frequency is calculated by taking the total number of orders for that persona (with selected filters) and dividing it by the number of Customers for the selected filters for that Persona. So for example if you were looking at Last Month and the card for “Social Shopper” it would be the total orders made by Social Shoppers (80k) divided by the number of Social Shopper Customers for you last month (20k) eg, 80,000 / 20,000 = 4 Frequency

Q. How is ‘Average merchants shopped’ calculated?

‘Average merchants shopped’ is calculated by taking the total number of individual Persona customers for the region and the selected filters, and dividing it into the total number of merchants with whom those Persona customers have shopped.

The formula is: number of merchants with whom customers shopped / number of customers

For example, looking at “Social Shopper” in Australia last month, take the total number of Social Shopper customers in Australia last month (1,500), and divide it into the total number of merchants with whom those 150 customers shopped last month (3,750), i.e. 3,750/1,500 = 2.5 average merchants shopped.

Q. What does the index mean?

Index is a measure of a metric below or above the baseline average. In this Customer Persona card visualization - it portrays the Personas performance in any metric compared to the performance of that territory overall - with the global filters at the top applied to both (customers, channel, time period.)

Q. How is the index calculated?

To use a working example, if looking at the Polished Premium card for an AU merchant and no global filters are selected, then looking at the Index for Average Spend, the way it would be calculated is;

Polished Premium Average Spend in AU ($400) / AU total Average Spend ($500) - we then -1 to make it an easy to understand percentage so ( $400 / $500 ) - 1 = -20% or to put in simple english “AU Polished Premium spend 80% less than the average consumer”

Q. How often is that card on the pop up updated?

This information is updated monthly.

Q. What does ‘How they shop’ mean?

‘How they shop’ provides a visual breakdown of the persona (and applied global filters) likelihood to shop in each vertical (or industry), compared to the average consumer for those applied global filters.

The way we have broken down the vertical categories is Apparel, Beauty, Dept Stores, Home, Kids, Leisure, Shoes Tech & Wellness.

The way we calculate the % likelihood to shop is by taking the share of sales for a particular persona in a category and dividing it by the average consumers share in that category and making that a percentage for ease of understanding. A working example would be below, looking at Beauty - this persona is 125% more likely to shop Beauty than the average consumer and we have calculated this as per below;

((Personas share of sales that beauty represents ( 40%) / Average share of sales that beauty represents (17.8%) ) - 1) *100 = 125% or

((40%/17.8%)-1)*100 = 125%

Therefore in plain english - AU Trendy Highrollers are 125% more likely to shop in Beauty than the average AU consumer.

Q. What does ‘breakdown by age’ mean?

Breakdown by age is a visual representation of the share of customers that each age group contributes to the overall for the persona you are viewing.

For example, in the below chart, 18-21 year olds make up 11.5% of customers for this persona for this period and 22-24 year olds make up 21.4%. The percentages will add up to 100% as it represents all of the personas customers for that period.

Q. What does ‘Customer Index’ mean?

The ‘Customer Index’ graphic is a visual representation of the likelihood of a given Customer Persona to shop with your merchant vs that personas likelihood to shop with an average merchant

Q. What does ‘relative to Afterpay’ mean and how is this percentage calculated?

Relative to Afterpay is another index. In order to calculate this, we look at the share of a Personas spend with you and compare it with the share of that personas spend overall (both with the global filters applied) and convert it to an easy to understand percentage.

A working example would be, that if a Family Cross Shopper accounts for 40% of your sales in AU and 17.8% of sales overall for AU the formula would be

((40%/17.8%)-1)*100 = 125%

Therefore in plain english, Family Cross Shoppers are 125% more likely to shop with you than with other merchants.

Q. How can I activate specific personas?

Please speak to your Relationship Manager or Client Success Manager.

Q. Can my customers change personas over time?

Yes - customer segmentation is based on purchasing behavior and therefore as behavior can change over time, customers may shift to different personas. This is updated each month, so you may see small percentage changes.

Afterpay iQ FAQs