Metafields help you to customize the functionality and appearance of your Shopify store by letting you save specialized information that isn't usually captured in the Shopify admin. You can use metafields for internal tracking, or to display specialized information on your online store in a variety of ways.

In Shopify Settings - Custom Data - Customers, you can access Loyoly data:

You have access to the following data:

Customer metadata can be used to create segment rules and personalize the user experience according to specific criteria.

For example, you could use metadata to target groups of customers who have reached a certain number of points or belong to a VIP tier.

Thanks to metadata, it's possible to record information such as product preferences, subscription status, or loyalty level, and automate marketing actions accordingly. This allows you to make your Shopify store more dynamic and respond precisely to your customers' needs, while enriching the shopping experience.