|Website + App||50||250||300||1,000||1,600|
When measuring channel shift, always remember the "multi-channel mantra" that is posited by those who manage the incumbent channel: "Multi-channel customers are the best customers".
They aren't the best customers because they are multi-channel, of course. They are already the best customers, and as a consequence, they are often the first to try new channels.
What matter isn't whether they try multiple channels or not, what matters is what they do after trying a new channel. It's what they do after that is dangerous to the incumbent channel.
Look at the table from last week. Let's look at the customers who experience both the website and the app.
- "Re-Visit Rate" = (50 + 250 + 300) / (50 + 250 + 300 + 1,000) = 37.5%.
- Re-Visit Index, Website = 50 / (50 + 250 + 300) = 8.3%.
- Re-Visit Index, App = 250 / (50 + 250 + 300) = 41.7%.
- Re-Visit Index, Website + App = 300 / (50 + 250 + 300) = 50.0%
Pay close attention to the fact that the app index is five times greater than the website index (41.7% to 8.3%). This is a strong indication that the customer prefers the app over the website.