A lot of customer retention and analysis can get complex and confusing fast.
But there's one rule of thumb you can use to tell if you're doing a good job keeping customers coming back:
At least 1 of every 4 customers should be a repeat customer.
If that's not happening, you're going to want to figure out why and fix it. Otherwise you're missing out on a huge portion of revenue.
This is also called the Repeat Purchase Rate and is one of the metrics that Repeat Customer Insights tracks. It's more advanced than the 1-in-4 rule of thumb but that's what you'd expect.
Eric Davis
Did all of those holiday shoppers ever come back?
Compare how your last winter customers performed over the year with the Winter Holiday report in Repeat Customer Insights.