Growth and Customers
How to measure repeat purchases and customer value
Read first-order contribution, repeat buying and support costs together before increasing acquisition spend.
· Digital Department
Look beyond one order
Some customers buy again after a modest first-order contribution. Measure that behavior with real cohorts rather than assuming it. Do not use speculative long-term value to justify a known loss today.
Track simple cohorts
Group buyers by first-purchase month, then measure how many return within a defined period and their combined contribution. Include returns, discounts and support costs.
- First-order contribution
- Repeat purchase rate
- Time to second order
- Return and support burden
Choose an action
Product quality, delivery and support may affect repeat buying. Improve based on evidence and respect communication preferences in follow-up marketing.