Retention: When The Fish Are Biting

Here is one of my retention tables for a Home brand. The table illustrates incremental monthly rebuy rates. Tell me what you observe.

Did you miss it? Look at the row with twelve-months since a prior purchase. Heck, look at 10/11/12 months since a prior purchase. Those customers are MORE RESPONSIVE than are customers who bought 4/5/6/7/8/9 months ago.

This happens all the time ... run the table above for your brand and tell me what you see.

If you care about retention, and from your emails and messages on the socials it is clear you value retention a lot more than you value customer acquisition, why aren't you capitalizing on this window of opportunity? Why do you treat these people the same as you treat everybody else? Please, tell me the reason why you don't do anything different with seasonal buyers?