Learn how to use the Customer Geography tab in Dutchie POS Backoffice to view a heatmap, city breakdown, and age/gender demographics for your customers
Overview
The Customer Geography tab gives you visual insight into where your customers are shopping from and who they are. It combines an interactive heatmap, a city-by-city breakdown table, and demographic donut charts into one view, filtered by whatever timeframe you choose.
For a Marketing Director / Manager, this tab helps you understand your dispensary's catchment area and tailor promotions to the specific age and gender groups shopping at your store. For a Dispensary Manager / General Manager or Director of Retail, it offers a quick visual way to confirm where your customer base is concentrated and how that shifts over time.
Before you begin
- The heatmap is based on customers' home addresses on file, so accuracy depends on how complete your customer address data is.
- Demographic and geographic data reflects customers who shopped within your selected timeframe, not your full all-time customer list.
Open the Customer Geography tab
Go to Customers in the Backoffice and select the Customer Geography tab.
Read the heatmap
The heatmap displays customer density based on customers' home addresses. It automatically centers on your store location or on the highest concentration of customers, at a metro-level zoom.
View the city breakdown table
The city breakdown table lists the specific number of customers located in each city, giving you a more precise, non-visual way to review the same underlying data as the heatmap.
View demographic donut charts
The demographic donut charts let you toggle between Age and Gender breakdowns for customers who shopped within your selected timeframe.
Filter by timeframe
You can filter all geographic and demographic data on the tab, including the heatmap, city breakdown table, and demographic donut charts, by a specific date range.
Frequently asked questions
Q: Why does the heatmap center on a different area than my store's exact location?
A: The map automatically centers on either your store location or the area with the highest concentration of customers, whichever gives the most useful metro-level view.
Q: Does the demographic data include every customer I've ever had?
A: No. The age and gender breakdowns only include customers who shopped within the timeframe you've selected, not your entire customer history.
Q: Can I see the same data as a list instead of a map?
A: Yes. The city breakdown table shows the number of customers per city alongside the heatmap.