Repeat Purchase
Calculating the contribution from returning customers
Identify qualifying repeat orders, subtract relevant variable costs and report observed contribution with its data limits.
Section
Repeat Purchase
Repeat Purchase
Choosing a repeat-purchase measure for a product category
Choose a category-appropriate repeat-purchase metric with a clear numerator, eligible customer group, purchase definition and follow-up window.
Repeat Purchase
Choosing useful post-purchase value for durable products
Choose accurate setup, care, service and compatibility help that supports owners of durable products after purchase.
Repeat Purchase
Distinguishing customer engagement from future revenue
Separate post-purchase interactions, genuine buying opportunities, observed sales and conditional revenue forecasts.
Repeat Purchase
Distinguishing one-off gift buyers from repeat customers
Avoid treating every one-time gift purchase as the beginning of a replenishment or repeat-buying cycle.
Repeat Purchase
Estimating a likely replenishment interval
Use comparable repeat purchases to estimate a reorder window, while accounting for pack size, sparse histories and buyers who have not reordered.
Repeat Purchase
Handling customers who bought several units at once
Adjust replenishment timing for multi-unit orders without assuming every extra unit extends supply. Check packs, returns and later purchases first.
Repeat Purchase
Measuring recommendations when repeat purchase is rare
Separate recommendation intent, sharing, referred enquiries and completed sales when existing customers rarely repurchase.
Repeat Purchase
Measuring whether an offer simply discounts an inevitable purchase
Compare a targeted offer with usual treatment using all purchases and contribution per assigned customer.
Repeat Purchase
Measuring whether replenishment reminders improve profitable repeat purchase
Use a no-reminder control and complete order contribution to see whether replenishment messages add profitable repeat purchases.
Repeat Purchase
Replenishment retention
Plan replenishment reminders around likely need, check eligibility before sending, and measure whether they add profitable repeat purchases.
Repeat Purchase
Reviewing long-term behaviour after a retention promotion
Look beyond the first discounted order to compare later full-price purchases, order timing and contribution.
Repeat Purchase
Separating repeat purchase from subscription renewals
Keep one-time repeat orders, successful renewals, active subscriptions and prepaid fulfilments distinct in retention reporting.
Repeat Purchase
Testing reminders around product usage rather than fixed dates
Design a fair test of product-informed reminder timing versus a fixed delay, with consistent eligibility, suppression and outcome windows.