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Repeat Purchase Rate
from CRM
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
The percentage of customers who have made a repeat purchase within a specified time frame among the total active customers in that period.
Why it is important
The Repeat Purchase Rate is a key indicator of customer loyalty and satisfaction. Monitoring this metric helps in assessing the success of retention initiatives and tailoring strategies to encourage repeat business.

This metric assists in evaluating the effectiveness of efforts to encourage customer loyalty. It informs decisions on refining marketing strategies, improving product offerings, and enhancing overall customer experience to boost repeat purchase rates.
(Number of Customers with Repeat Purchases / Number of Active Customers) * 100
Calculation example
If, in a month, there were 500 active customers, and 100 of them made a repeat purchase,

Repeat Purchase Rate = (100 / 500) * 100 = 20%.
Affected metrics
Repeat Customers
Affecting metrics
Connecting metrics

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Suggested slices for dashboards
by Time Frame for Repeat Purchase
by Demographic Segment
by Product Category
by Marketing Channel
by Loyalty Level
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the repeat purchase rate vary across different marketing channels or acquisition sources?
2. Are there specific customer segments with a higher or lower repeat purchase rate, and how can this information inform marketing strategies?
3. What impact do promotions or loyalty programs have on the repeat purchase rate, and which ones are most effective?
4. How does the repeat purchase rate change during promotional periods compared to regular business cycles?
5. Are there any notable differences in the repeat purchase rate for different product categories or price ranges?
6. How does the seasonality of the business influence the repeat purchase rate, and are there opportunities for targeted campaigns during specific seasons?
7. What role does customer satisfaction play in influencing the repeat purchase rate, and how can it be effectively measured and improved?
Possible causes of worsening
Ineffective customer retention strategies
If the platform lacks comprehensive strategies to retain customers and encourage repeat purchases, the overall repeat purchase rate may decrease.

Changes in market trends or consumer behavior
Shifts in market trends or changes in consumer behavior may impact the willingness of customers to make repeat purchases, affecting the overall repeat purchase rate.

Explore more causes in full version of JetMetrics Lite
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
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