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Manage Customer Groups and Filters

Directory Filters

Use the default filters available in your Customer Directory to view selected groups of customers. Multiple filters can be selected at once and used to create a Smart Group based on specific customer details. For example, you can select the Loyalty and Hasn’t Visited filters to see which loyalty participants haven’t returned to your business in a certain period of time or filter by Email Subscribers or Text Subscribers to see which customers will receive email or text message promotions. This group of customers can then be turned into its own Smart Group that can be targeted with a Square Marketing email campaign.

If you’ve created Toggle or Selectioncustom fields, they will automatically be added to the list of filters in your directory so they can be used to create Smart Groups.

To view and apply filters:

  1. Go to Customers in your online Square Dashboard.

  2. Click Directory > Filters.

  3. Apply filters for the customer details that you wish to view.

  4. Click View Customers to see which customers fall under the filter criteria you have selected.

Note: You can apply filters through both your online Square Dashboard and your Point of Sale app. However, not all filters are available through your app at this time. A more comprehensive list of customer filters are available through your online Square dashboard.

Directory Groups

You can easily save sets of customers as Groups to keep track of them.

Manual Groups

Create a Manual Group to hand-select a list of customers according to your needs. Manual Groups come in handy when importing customers in bulk or quickly adding a new customer from a sale. Manual Groups will only change if you add or subtract customers, unlike Smart Groups.

To create a Manual Group:

  1. Visit the Customers tab of your online Square Dashboard.

  2. Click All Customers > Create New Manual Group (the last option).

  3. Name the new group > click Save.

  4. Manually select or import customers and click the Add to Group or Create new Group button.

  5. Choose which group to add the customers to > Add to Group

Smart Groups

Smart Groups continuously update on their own based on your customer’s activities and the filters you put in place. Smart Groups can be created by both you and your customer’s interactions with your business.

To create a Smart Group:

  1. Log on to your online Square Dashboard > Customers.

  2. Click on the Directory tab and select Filters.

  3. Apply filters for the customer details that you wish to view.

  4. Click View Customers to see which customers fall under the filter criteria you have selected.

  5. Once you have your new list of customers, you can click Save as group and create a Group Name to save filters as a Smart Group

  6. Using Square Marketing, you can Send email or text message campaigns to that group of customers. You can also access groups you create in Directory when creating a campaign via Square Marketing.

Examples of prebuilt Smart Groups include:

  • Lapsed: Customers who have visited your business 3+ times, but have not returned in 6–8 weeks.

  • Regulars: Customers who have visited your business 2–3 times and have visited within the last 6–8 weeks.

Smart Group rules may also vary depending on your business type. You can view the rule sets for each business type below.

Business Type Regular Lapsed
Charities & Education 3+ visits, last visit < 8 wks ago 3+ visits, last visit >= 8 wks ago
Contractors, Repair, Leisure 2+ visits, last visit < 6 wks ago 3+ visits, last visit >=6 wks ago
Food Related 3+ visits, last visit < 8 wks ago 3+ visits, last visit >= 8 wks ago
Health & Beauty 3+ visits, last visit < 6 wks ago 3+ visits, last visit >= 6 wks ago
Health Services 3+ visits, last visit < 8 wks ago 3+ visits, last visit >= 8 wks ago
Individuals 3+ visits, last visit < 8 wks ago 3+ visits, last visit >= 8 wks ago
Retail 3+ visits, last visit < 8 wks ago 3+ visits, last visit >= 8 wks ago
Services 3+ visits, last visit < 8 wks ago 3+ visits, last visit >= 8 wks ago
Transportation 2+ visits, last visit < 6 wks ago 3+ visits, last visit >= 6 wks ago

Note: To edit the rules for Lapsed and Regulars, select the group in your directory > click Actions > Edit Group > make edits to settings > Save.

Additional examples of smart group templates that we offer are:

  • All customers: Customers who have visited your business more than once in the last 12 months.

  • Loyalty Participants: Customers who have enrolled in your Loyalty programme.

  • Nearing Loyalty Reward: Customers who have enrolled in your Loyalty programme and are nearing a reward based on your programme’s rules.

  • Email Subscribers and Text Subscribers: Customers that have provided their email address or phone number can be included in email or text message promotions with Square Marketing. For customers with phone numbers, customers must have opted in to receive text message marketing notifications.

Using Groups and Filters with Square Marketing

Smart groups can also be used with Square Marketing. You can manage and filter your customers to organise and group them for targeted email and text message marketing campaigns directly via the Square Marketing dashboard. You can also track customer trends, apply discounts or identify them based on an automated campaign. Square Marketing allows you to send automated campaigns to specific smart groups – for example, when a new customer is added to the ‘Email Subscriber’ group, you can send them a discount automatically. 

While viewing a group in your Customer Directory, select Send Campaign. You can also select the group during the Audience step when creating a Square Marketing campaign.

Note: In order to be included in your marketing communications, customers in your directory will need to have a public email address (i.e. the email address was actually entered into the customer’s profile) that has not bounced or been manually unsubscribed. Customers with a private email address (i.e. not visible) and have made one or more payment in the last 12 months with your business will also be included in these filters.

When a customer’s email address is unsubscribed or bounces, the email address will not be removed from your directory, but it will no longer be included in your Marketing filters and smart groups.

You can also use information from your Directory to create automatic discounts for buyers at your business from your Square Point of Sale App or on your online Square Dashboard. Learn how to create discounts for Customer Groups.

Assigning Customer Directory Permissions

With Square’s Team Management subscription, you can assign roles and permissions to your team members so they can take action in your Customer Directory. Actions your team members can take range from creating customer profiles, viewing and updating customer groups and more. You can learn more about getting started with Team Management in our Support Centre.

By default, customer contact info such as email address, physical address and phone number will be viewable for team members with assigned permissions. You can give your team the ability to edit this information by assigning custom permission sets.