the.com/repeat customers
proof you didn't just win someone once, you keep winning them.
means customers who buy from you again after their first purchase, the actual engine of a sustainable business.
from the concept predates the phrase, general stores and tradesmen lived or died on regulars, but it got formalized with 20th century retail data once companies could finally track who came back and why.
cost mathacquiring a new customer costs 5x more than keeping one
profit sharerepeat buyers often drive over 40 percent of revenue
spend patternloyal customers spend more with each visit, not less
for instance
costco membership — 90 percent renewal rate, the real business is the fee
amazon prime — 200 million members reorder without ever comparison shopping
starbucks rewards — 57 percent of us sales come from loyalty members