This Brand Is Making Progress!

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?