You probably do!
Let's assume your 12-month buyers have a 27% rebuy rate, and if they repurchase they spend $150 each. Let's assume you begin the year with 100,000 of 'em. Let's assume 35% of sales flow-through to profit. Let's assume that you spend $10 marketing to each customer during the year.
Now you ramp-up your retention/loyalty efforts ... you spend $300,000 to increase rebuy rates from 27% to 29% and to increase spend/repurchaser from $150 to $160. This, by the way, is TERRIBLY hard to do.
What does the story tell us?
First, sales increased nicely (about 15%) resulting in a modest profit increase of about $83,000. So yeah, you generated profit from your loyalty efforts. They "worked". You likely paid for a chunk of your salary.
Now what happened to the customer file?
- Old Scenario = 100,000 * 0.27 = 27,000 active customers.
- New Scenario = 100,000 * 0.29 = 29,000 active customers.