Customer Management

Overview

Customer Management allows you to view, manage, and communicate with customers who have created accounts or placed orders.

Key Purpose: Track customer information, order history, and loyalty status.

Purpose

This page lets you view, create, edit, and manage customer profiles including their contact details, addresses, order history, loyalty points, gift cards, and marketing preferences.

Key Concepts

Customer vs. Customer-Vendor: The system uses a two-level structure -- a global Customer record (email, phone, name) and a per-vendor CustomerVendor record that tracks vendor-specific data like loyalty points, visits, total spent, and marketing preferences.
Inherited Fields: When a global customer profile is updated, the system propagates changes to all associated customer-vendor records, but only for fields that the vendor-level record has inherited (not locally overridden).
Timeline: Every customer order creates a timeline entry recording the order number, platform, and receipt number, providing a chronological activity log visible in the backoffice.
Contact Uniqueness: Email and phone must be unique per vendor; the system validates against existing customer-vendor records before creating or updating, returning an error if a duplicate is found.
Sign-Up Bonus Trigger: When a new customer-vendor relationship is created (no prior record for that customer at the vendor), the system automatically triggers the loyalty sign-up bonus if the loyalty program is configured.

Actions

Create a Customer

Add a new customer by providing email and/or phone; the system checks uniqueness, creates or retrieves the global customer record, creates the vendor-specific record, and retroactively links any existing guest transactions.

Edit Customer Profile

Update customer name, email, phone, notes, or marketing preferences; the system validates contact uniqueness and propagates inherited field changes to the global customer record.

Manage Addresses

Add, edit, or delete customer delivery addresses; new addresses create both a global customer address and a vendor-specific address record, and the first address is automatically set as default.

View Customer Data

Access order history (with pagination), gift card history, reward redemptions, and timeline entries for a specific customer via dedicated datatable endpoints.

Export Customers

Export customer data to a spreadsheet including name, email, phone, creation date, points, visits, and total spent, processed in chunks of 500 records.

Location

Backoffice Route: /marketing/customers
Backend Controller: app/Http/Controllers/Api/CustomerController.php
Vue Component: src/views/marketing/customers/index.vue

Fields

Customer Name

Property	Value
Field ID	`name`
Label	Name
Type	Text
Required	No

Description: Customer's full name.

Email

Property	Value
Field ID	`email`
Label	Email
Type	Email
Required	Yes
Validation	Valid email, unique

Description: Customer's email address. Used for login and communications.

Business Logic:

Primary identifier for customer accounts
Used for order confirmations
Marketing communications (if opted in)

Phone

Property	Value
Field ID	`phone`
Label	Phone Number
Type	Phone
Required	No

Description: Customer's phone number.

Use Cases:

Order notifications (SMS)
Delivery contact
Customer service

Birthday

Property	Value
Field ID	`birthday`
Label	Birthday
Type	Date
Required	No

Description: Customer's birthday for loyalty bonuses.

Business Logic:

Used for birthday bonus points
Birthday promotions
Age verification (if needed)

Addresses

Property	Value
Field ID	`addresses`
Label	Saved Addresses
Type	Array
Required	No

Description: Customer's saved delivery addresses.

Structure:

json

{
  "label": "Home",
  "address_line_1": "123 Main St",
  "address_line_2": "Apt 4",
  "city": "Amsterdam",
  "postal_code": "1012 AB",
  "country": "NL",
  "is_default": true
}

Loyalty Points

Property	Value
Field ID	`loyalty_points`
Label	Points Balance
Type	Number
Required	No
Default	0

Description: Current loyalty points balance.

Business Logic:

Earned from orders
Redeemed for discounts
May expire based on settings

Total Orders

Property	Value
Field ID	`total_orders`
Label	Total Orders
Type	Number (calculated)

Description: Total number of orders placed by customer.

Total Spent

Property	Value
Field ID	`total_spent`
Label	Total Spent
Type	Currency (calculated)

Description: Total amount spent by customer.

First Order Date

Property	Value
Field ID	`first_order_date`
Label	Customer Since
Type	Date (calculated)

Description: Date of customer's first order.

Last Order Date

Property	Value
Field ID	`last_order_date`
Label	Last Order
Type	Date (calculated)

Description: Date of customer's most recent order.

Marketing Opt-In

Property	Value
Field ID	`marketing_opt_in`
Label	Marketing Consent
Type	Toggle
Default	false

Description: Whether customer has opted in to marketing communications.

Business Logic:

Must be true to send promotional emails
GDPR compliance requirement
Can be changed by customer

Account Status

Property	Value
Field ID	`status`
Label	Status
Type	Select
Options	active, inactive, blocked
Default	active

Description: Customer account status.

Statuses:

Active: Normal account
Inactive: Dormant account
Blocked: Cannot place orders

Notes

Property	Value
Field ID	`notes`
Label	Internal Notes
Type	Textarea
Required	No

Description: Internal notes about the customer (not visible to customer).

Use Cases:

Special preferences
Allergy information
Service notes

Customer Actions

View Order History

See all orders placed by customer.

Adjust Loyalty Points

Manually add or remove loyalty points.

Send Message

Send email to customer (if marketing opted in).

Block Customer

Prevent customer from placing orders.

Export Data

Export customer data (GDPR compliance).

Delete Account

Remove customer account and data (GDPR right to be forgotten).

Business Logic

Customer Creation

Customer places first order
        │
        ├── Guest checkout → No account created
        │
        └── Account checkout → Account created
            │
            ▼
        Store customer data:
        - Email (required)
        - Name
        - Phone
        - Address

Order Attribution

Order placed
        │
        ▼
Customer logged in?
├── Yes → Link order to customer account
│         Update totals
│         Award loyalty points
│
└── No (guest) → Order not linked to account
                 No loyalty points

Customer Segments

Customers can be segmented by:

Order frequency
Total spent
Last order date
Location
Loyalty tier

Customer Impact

Online Ordering

Saved addresses for quick checkout
Order history visible
Loyalty points displayed
Reorder previous orders

Account Features

View order history
Manage addresses
Update profile
View loyalty balance
Redeem points

Relations

Depends On

Loyalty Program: For points tracking

Affects

Transactions: Orders linked to customers
Loyalty: Points earned/redeemed
Marketing: Communication targeting

Business Rules

Email and phone must be unique per vendor; creating or updating a customer with a duplicate email or phone within the same vendor returns a "Phone or email is already used" error.
Deleting a customer address also removes all associated vendor-specific address records (CustomerVendorAddress) linked to that address.
Guest checkout orders (unauthenticated) are accessible only by providing the correct order number via header or query parameter; authenticated users can only view their own orders.
The order history endpoint limits unauthenticated queries to a maximum of 10 order numbers at a time, and each order number must match the format of exactly 10 uppercase alphanumeric characters.
When a customer's global language is already set, subsequent updates cannot overwrite it; the language field is skipped during profile updates if it already has a value.

FAQs

"What happens when a customer is created from the backoffice?" The system validates email/phone uniqueness, retrieves or creates a global customer record, creates the vendor-specific record, and then searches for any existing guest transactions matching the contact info to retroactively link them.
"Can a customer belong to multiple vendors?" Yes, the global Customer record is shared, and a separate CustomerVendor record is created per vendor, each tracking vendor-specific data like points, visits, and marketing consent.
"How does the marketing opt-in work?" Marketing email and SMS preferences are stored per customer-vendor record; they are only updated for the vendor associated with the current location, not propagated to other vendors.
"What is the timeline used for?" The timeline records order events (order number, platform, receipt number) per customer, providing merchants with a chronological activity log in the backoffice customer detail view.
"How does the address default work?" The first address added for a customer is automatically set as the default; subsequent addresses are only set as default if explicitly flagged with is_default: true.

Troubleshooting

Problem: Customer can't log in

Causes:

Wrong email/password
Account blocked
Account not verified

Solutions:

Reset password
Unblock account
Resend verification email

Problem: Loyalty points not showing

Causes:

Customer not logged in during order
Loyalty program disabled
Points expired

Solutions:

Ensure customer logs in
Enable loyalty program
Check expiry settings

Problem: Customer wants data deleted

Causes:

GDPR right to be forgotten request

Solutions:

Verify customer identity
Use "Delete Account" function
Confirm deletion with customer

Examples

Customer Profile

json

{
  "name": "Jan de Vries",
  "email": "jan@example.com",
  "phone": "+31612345678",
  "birthday": "1985-03-15",
  "addresses": [
    {
      "label": "Home",
      "address_line_1": "Kalverstraat 123",
      "city": "Amsterdam",
      "postal_code": "1012 AB",
      "country": "NL",
      "is_default": true
    },
    {
      "label": "Work",
      "address_line_1": "Zuidas 456",
      "city": "Amsterdam",
      "postal_code": "1082 MD",
      "country": "NL",
      "is_default": false
    }
  ],
  "loyalty_points": 450,
  "total_orders": 23,
  "total_spent": 567.50,
  "first_order_date": "2023-06-15",
  "last_order_date": "2024-01-10",
  "marketing_opt_in": true,
  "status": "active"
}

Customer Statistics

json

{
  "customer_stats": {
    "total_customers": 1250,
    "active_last_30_days": 340,
    "new_this_month": 45,
    "average_order_value": 24.50,
    "repeat_customer_rate": 0.42,
    "loyalty_members": 890
  }
}

Customer Management ​

Overview ​

Purpose ​

Key Concepts ​

Actions ​

Create a Customer ​

Edit Customer Profile ​

Manage Addresses ​

View Customer Data ​

Export Customers ​

Location ​

Fields ​

Customer Name ​

Email ​

Phone ​

Birthday ​

Addresses ​

Loyalty Points ​

Total Orders ​

Total Spent ​

First Order Date ​

Last Order Date ​

Marketing Opt-In ​

Account Status ​

Notes ​

Customer Actions ​

View Order History ​

Adjust Loyalty Points ​

Send Message ​

Block Customer ​

Export Data ​

Delete Account ​

Business Logic ​

Customer Creation ​

Order Attribution ​

Customer Segments ​

Customer Impact ​

Online Ordering ​

Account Features ​

Relations ​

Depends On ​

Affects ​

Related Features ​

Business Rules ​

FAQs ​

Troubleshooting ​

Problem: Customer can't log in ​

Problem: Loyalty points not showing ​

Problem: Customer wants data deleted ​

Examples ​

Customer Profile ​

Customer Statistics ​

Customer Management

Overview

Purpose

Key Concepts

Actions

Create a Customer

Edit Customer Profile

Manage Addresses

View Customer Data

Export Customers

Location

Fields

Customer Name

Email

Phone

Birthday

Addresses

Loyalty Points

Total Orders

Total Spent

First Order Date

Last Order Date

Marketing Opt-In

Account Status

Notes

Customer Actions

View Order History

Adjust Loyalty Points

Send Message

Block Customer

Export Data

Delete Account

Business Logic

Customer Creation

Order Attribution

Customer Segments

Customer Impact

Online Ordering

Account Features

Relations

Depends On

Affects

Related Features

Business Rules

FAQs

Troubleshooting

Problem: Customer can't log in

Problem: Loyalty points not showing

Problem: Customer wants data deleted

Examples

Customer Profile

Customer Statistics