September 11, 2024

Diversity of Product Matters Among Reactivation Candidates

In this example, I look at 18 month 1x customers who purchased exactly two items in their first order. Then, I layer on top of this analysis the number of merchandise categories the customer purchased from in a first order.

Ready for the results?

  • 18 Month 1x Buyer with 2 Items in First Order, 1 Merchandise Category = 5.58% Rebuy Rate.
  • 18 Month 1x Buyer with 2 Items in First Order, 2 Merchandise Categories = 7.28% Rebuy Rate.

Do you see what happened there?

The customer, even 18 months after buying, who purchased 1 item from 2 categories instead of 2 items from 1 category was 7.28/5.58 - 1 = 30% more likely to repurchase in the next year.

We just keep on stacking wins here.

  • More items matters.
  • Independent of items purchased, AOV size matters.
  • Selling at full price matters.
  • Selling best-selling items matters.
  • Multiple categories (after controlling for items purchased) matters.

Dig into your database today (not tomorrow), create these attributes, and get busy identifying the reactivation candidates that you want to prioritize!

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