What Are Repeat Purchases?
A repeat purchase occurs when a customer buys from your business more than once. This is an essential benchmark for customer loyalty and satisfaction. It indicates that your products, services, or brand have left a positive impression strong enough to drive a return visit.
Why is this important? Because repeat customers are the backbone of a sustainable business model. They’re not just buyers but brand advocates who contribute significantly to your long-term profits.
Benefits of Focusing on Repeat Customers
Increased Customer Lifetime Value (CLV)
Customer Lifetime Value measures the total revenue a business can expect from a single customer over the duration of their relationship. Each repeat purchase increases the CLV. The higher the CLV, the more profitable each customer becomes. Repeat buyers often spend more, stay loyal longer, and require fewer marketing costs compared to attracting new customers.
Cost Efficiency: Acquiring vs. Retaining Customers
It is 5-7 times cheaper to retain an existing customer than attract a new one. By focusing on retention through repeat purchases, businesses can reduce acquisition costs and get higher returns on investment, perfect for when marketing budgets are getting tight!
Word-of-Mouth and Referral Potential
Repeat buyers are more likely to recommend your brand to friends and family through word-of-mouth referrals, amplifying your reach and reducing customer acquisition costs.
How to Measure Repeat Customer Purchases
Metrics to Track
Repeat Purchase Rate: The percentage of customers who order again after their first purchase.
Customer Retention Rate: The proportion of customers you retain over a specific period.
Customer Churn Rate: The percentage of customers who stop buying from you.
For a deeper dive into understanding repeat purchase rates and how to optimise them, check out our insightful guide on repeat purchase rate. It covers detailed statistics, trends, and strategies to maximise the value of repeat customers for your brand.
Tools and Software to Aid with Repeat Customer Purchases
Google Analytics for analysing behaviour patterns and tracking the number of purchases, leads or enquiries
Customer Relationship Management (CRM) software like HubSpot or Salesforce for tracking customer relationships, loyalty points, and purchase history.
Subscription Analytics Tools for monitoring recurring orders.
Email Marketing Automation platforms like Mailchimp for keeping your messaging consistent and timely.
By analysing repeat purchase rates and retention, you can identify what’s working and where improvements are needed.
How to Get Repeat Customers
Build Customer Loyalty with Reward Programs
Create loyalty programs where customers earn points or perks for repeat purchases, encouraging them to return and engage with your brand. Offer exclusive rewards, discounts, or early access to new products, making them feel valued while improving long-term customer retention.
Create a Personalised Customer Experience
Use personalised email campaigns and targeted offers to re-engage customers. When customers get tailored recommendations, they’re more likely to buy again.
Offer Exclusive Discounts for Returning Customers
Provide incentives like “10% off your next purchase” or “exclusive deals for repeat customers” to motivate them to return sooner rather than later.
Provide Excellent Post-Purchase Support
Stay engaged after the purchase. Provide order tracking updates, follow-up emails asking for feedback, or how-to guides for product usage to keep the customer relationship strong.
Introduce Subscription Service
Boost repeat business with a subscription service for consumable products your customers use regularly, like coffee, makeup, or other items that need frequent replenishment. Subscriptions offer convenience and value, ensuring customers never run out while saving time and money.
How to Get Customers Back After a Long Break
Reactivation Campaigns: Email and SMS
Send tailored reactivation emails or SMS, reminding lapsed customers of what they’re missing. Incentives like “20% off to come back” can reignite their interest.
Limited-Time Offers
Creating urgency with time-limited special offers such as “48 hours only!” encourages procrastinators to follow through on their purchase.
Addressing the Reasons for Customers' Absence
Send a survey to understand their absence. Use their feedback to address issues and win back their trust.
How to Get Repeat Customers in Offline Retail
Enhance the In-Store Experience
Focus on exceptional customer service, well-organised displays, and a pleasant atmosphere to encourage customers to return.
Leverage Data to Understand Customer Preferences
Use purchase history or loyalty cards to understand customer behaviours and offer highly relevant recommendations.
Master the Cross-Selling Techniques
Encourage staff to suggest items that go well with what the customer is buying. Placing related items near the checkout or offering product bundles can also lead to extra sales.
Invest in Staff Training
Ensure your team is knowledgeable about your products and trained to provide personalised assistance to customers.
Implement Omnichannel Marketing
Connect your online and offline channels to provide a consistent shopping experience for customers.
How to Increase Repeat Customer Rate
Build Strong Relationships Through Communication
Engage with customers through regular emails, newsletters, or even direct messages on social media. Consistent communication fosters loyalty.
Leverage Social Media to Stay Engaged
Post engaging content, respond to comments, and provide sneak peeks of new products to keep followers engaged and loyal.
Deliver Consistent Product and Service Quality
Customers will only return if their first purchase lived up to their expectations. Ensure your service and products are consistently high-quality.
How to Ask Customer for Repeat Order
Choosing the Right Moment: When and How to Ask
Send follow-ups shortly after product delivery or when you predict they might be running out of a consumable product.
Scripts and Examples for Polite Requests
Write short, polite messages like “Hey [Customer Name], love seeing you enjoy [Product]. We’d love to see you back soon–here’s 10% off your next order!”
Automating Follow-Up Requests
Use automation tools like Mailchimp or Klaviyo to send follow-ups automatically at customer-specific intervals.
How do You Thank Repeat Customers
Handwritten Notes and Personalised Messages
Send a handwritten thank-you note with each order, or email personalised messages appreciating their loyalty.
Surprise Rewards for Loyal Customers
Unexpected gifts (like free samples or discount codes) can delight your regular customers and encourage them to return.
Publicly Acknowledge Loyalty
Give your most loyal customers shoutouts on social media. You could even create a VIP members list or loyalty rewards leaderboard.
Common Challenges in Increasing Repeat Purchases
Competition and Customer Fatigue
Stand out by building strong brand relationships and focusing on customer experience to differentiate yourself.
Managing Customer Expectations
Under-promise and over-deliver. Always go the extra mile to exceed your customers’ expectations.
Keeping Up with Technological Advances
Stay updated with new technologies and integrate the latest tools (like AI-based personalisation) to make your strategy future-proof.
Focusing on repeat purchases is one of the most reliable ways to grow a sustainable and successful business. By using customer loyalty programs, personalised experiences, and consistent communication, you can create lifelong customers who advocate for your brand.
