Here I'm looking at first-time buyers who only bought one item. Remember, these are the customers in our example who are least likely to purchase in the future. So we need something ... anything ... to help us identify the customers in this meager cohort who are most likely to want to be developed.
We're looking at rebuy rates (annual) below.
Look at the product category the customers bought from for clues:
- Category 2 = 23%.
- Category 11 = 24%.
- Category 16 = 18%.
- Category 17 = 15%.