Over the past 2-3 weeks, we've talked about a company and the new customers the company acquires.
It turns out that the company largely determines if it will have a customer base that is loyal in the future. "How" you acquire the customer matters. "What" the customer purchases matters.
The best customers acquired by this brand have rebuy rates around 60%.
The most marginal customers acquired by this brand have rebuy rates around 30%.
Tomorrow I'll show you a few customers from Decile 1 and from Decile 10, so you can physically see what the purchase attributes look like. When you put it all together, you determine how loyal your customers will be - and you largely determine this within the parameters of the first purchase.