Customer likelihood to repeat purchase can be found in the Insights tab, under the Customer Value Snapshot.
It shows the percentage of customers who go on to repeat purchase after the 1st and then 2nd to 3rd, 3rd to 4th, 4th to 5th purchase. It's a great way to see how your loyalty program is performing based on the repeat purchase and drop-off rate of guest shoppers and redeeming members.
You will need to use the program for at least 6 months, for it to show results. Columns include only customers who made their first purchase in this timeframe.
Loyalty program repeat purchase drop-off rate shows you how likely customers are to make multiple purchases in the store. To use an above example to explain reading the table:
- First to Second purchase - this is a percentage of customers that are not making a second purchase. As you can see in the example, 19659 (89%) of non-members tend to make only one purchase, and do not come back for the second one. Redeeming members on the other hand tend to drop out only in 42%.
- Second to Third purchase - in this column, we look at the percentage of customers who after making a second purchase do not come back the third time. In the case of non-members, 74% of those, who made a second purchase, did not come back again. This means that our of 2476 customers, who made two purchases, 74% dropped out (so 1835 customers).
- Third to Fourth purchase - out of all customers who made the 3rd purchase, 65% non-members dropped out and didn't come back the fourth time. We can compare this to 42% redeeming members, who dropped out, which gives us an idea that redeeming members are less likely to drop out when making repeat purchases in the store.
- Fourth to Fifth purchase - from all the non-members who made the fourth purchase, 132 of them did not come back to the store in order to place the 5th order. This means, that the drop-off rate for non-members, in this case, equalled 58%.
As opposed to the previous table, this picture shows repeat purchase conversion rate. This means, how many customers are coming back to your store to make a purchase. If you look at those two pictures, you'll see that drop-off rate and repeat purchase conversion is complementary.
% of purchasing customers - the percentage of purchasing customers who successfully make the subsequent purchase in question. Example: if you have 100 customers and 40 of them make a second purchase, column First to Second purchase will evaluate to 40.
- First to Second purchase - if we look at non-members tab, you'll notice that only 11% of customers who made a first purchase tend to come back to the store and make a second purchase. Comparing this number to redeeming members - 58% of redeeming members, who place the first order, tend to come back.
- Second to Third - in this column, we look at the percentage of customers who after making a second purchase come back the third time. In case of non-members, 26% of those, who made a second purchase, came back again.This means that out of 2476 customers who place a second order, only 641 came back the third time.
- Third to Fourth purchase - out of all customers who made a 3rd purchase, 35% non-members came back the fourth time. We can compare this to 39% redeeming members, which gives us an idea that redeeming members are more likely to stay loyal to the brand when making repeat purchases in the store.
- Fourth to Fifth purchase - from all the non-members who made a fourth purchase, 95 of them came back to the store in order to place a 5th order.