I go through phases where I spend a lot of time talking about File Power. Then I go through phases where I read marketers babbling about nonsense ("your customers simply aren't engaged in today's complex media ecosystem") and I'm inspired to reintroduce the topic.
Let's put this in the simplest terms possible.
Say you have 100 customers. In the next year, 30% will buy again, spending $200 each.
Meanwhile, you acquire 70 new/reactivated customers each year, each spending $100.
Here's how you generate business:
- 100 Customers * 0.30 Rebuy Rate * $200 per Repurchaser = $6,000.
- 70 New/Reactivated Customers Spending $100 Each = $7,000.
- Total Sales = $6,000 + $7,000 = $13,000.
- Next Year's 12-Month Buyer File = 100 * 0.30 + 70 = 100.
- 100 Customers * 0.28 Rebuy Rate * $200 per Repurchaser = $5,600.
- 50 New/Reactivated Customers Spending $100 Each = $5,000.
- Total Sales = $5,600 + $5,000 = $10,600.
- Next Year's 12-Month Buyer File = 100 * 0.28 + 50 = 78.
- 78 Customers * 0.30 Rebuy Rate * $200 per Repurchaser = $4,680.
- 70 New/Reactivated Customers Spending $100 Each = $7,000.
- Total Sales = $4,680 + $7,000 = $11,680.
- Next Year's 12-Month Buyer File = 78 * 0.30 + 70 = 93.
Even when the brand reverses direction, sales do not get back to prior levels, and customer counts are short of where they used to be.
This is File Power.
The decisions you make today have a lasting impact. They don't just impact 2025, they impact 2026 and 2027.
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