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!