Three years ago, this brand had 1,127,132 twelve-month buyers.
Today this brand has 1,149,212 buyers.
In other words, the customer file isn't growing ... 2% growth over three years isn't growth, it's a rounding error!
I can multiply the number of customers from three years ago by the File Power associated with each segment. I can multiply the number of customers today by the File Power associated with each segment. By doing this, I can compare File Power three years ago to File Power today.
- Average File Power Today = $177.32 per 12-Month Buyer.
- Average File Power 3 Years Ago = $168.21 per 12-Month Buyer.
Ok, now we're getting somewhere!
The average 12-month buyer is stronger today than three years ago.
This analysis leads to the following conclusions:
- The 12-Month File is 2% Bigger.
- The Average 12-Month Buyer Has 5% More File Power Than 3 Years Ago.
- In Total, The Brand Has 7.5% More File Power (2% Bigger File, 5% More Value).
That's good news!!!
Tomorrow we'll explore how the customer file changed, ok?