Skip to main content

Hey there, eCommerce gurus! We know you’re always on the lookout for fresh methods to find that perfect product-market fit and skyrocket your business growth. With endless metrics and numbers buzzing around, it can be a wild ride. But no worries, we’ve got your back! Let us introduce you to an unsung hero: the “Repurchase Rate.” This underrated gem can be a game-changer – helping you better understand your customers and catapult your eCommerce venture to new heights.

In this blog post, we’ll dive deep into the exciting world of repurchase rate and discover why it matters for your business. Prepare to take the mystery out of this incredible metric as we walk together through calculations and interpretations. And that’s not all – we’ll also share practical techniques and tried-and-true methods to elevate your growth using the mighty repurchase rate!

So, buckle up and get ready to uncover the world of possibilities hidden within the repurchase rate. Let’s set sail on this epic eCommerce journey together!

What is the repurchase rate?

Let’s kick off our repurchase rate adventure by understanding what it actually is. In its simplest form, the repurchase rate is the percentage of customers who make a purchase and then return to buy from your eCommerce store again. Simply put, it’s your customer loyalty scoreboard!

Now you might be thinking, “Alright, I understand this repurchase rate now. But how do I calculate it?” Don’t fret, dear reader, we’ve got you covered. The formula is as easy as pie:

Repurchase Rate = (Number of Returning Customers / Total Number of Customers) * 100

Simply divide the number of returning customers by the total number of customers you have and multiply the result by 100. That’s it! You now have an accurate percentage of how many of your fabulous eCommerce customers are making a triumphant return.

Why is the repurchase rate so important?

There are countless reasons why the repurchase rate carries immense importance for your business, but today we’ll focus on two key aspects:

Reason 1: Cost-effective Customer Retention

You may be surprised to learn that retaining customers is substantially more cost-effective and profitable than acquiring new ones. Even though attracting new customers may seem like a more appealing concept at first, dedicating resources to repurchase efforts can turn out to be a game-changer. Your existing customers are not only likely to spend more money but will also advocate for your brand and products, making them invaluable assets to your business.

Reason 2: Indicator of Product-Market Fit

Another crucial aspect of the repurchase rate is its ability to serve as an indication of product-market fit. For a business to truly thrive, its products or services must meet its target audience’s needs and demands. By achieving a high repurchase rate, you can be sure that your customers genuinely appreciate your offerings and consistently crave more. This insinuates that you’ve successfully struck the perfect product-market fit – a crucial milestone for every entrepreneur.

So, what constitutes a high repurchase rate? Generally speaking, a typical new customer repurchase rate falls between 20-25% within a 90-day window. High-performing brands can achieve around 30% within the same time frame for non-consumable products. However, it’s essential to consider that industries and brands do vary, so you may encounter a 90-day new customer repurchase rate of roughly 10-15%.

Ok then, what makes the repurchase rate the best single metric to check for product-market fit?

  1. Customer Satisfaction: A high repurchase rate is a telltale sign of customer satisfaction. It shows that your product has struck a chord with them and entices them to return for another round.
  2. Validation and Demand: When customers keep coming back for more, it means there’s a demand for your product. This helps you validate that you’re on the right track, as your target audience is consistently choosing your offering over competitors.
  3. Focused Metrics: Unlike other metrics that may require you to analyze multiple factors or track different campaigns, the repurchase rate hones in on a single aspect of your business. With its straightforward approach, it’s a quick and effective way to assess market fit.
  4. Long-term Success: A strong repurchase rate implies loyal customers, creating stable revenue streams and enhancing your brand’s image over time. Achieving product-market fit is an essential part of securing your company’s longevity and success.

On the other hand, if your repurchase rate is lower than industry standard, you should reconsider your product-market fit. It’s time to examine who’s repurchasing and study those returning customers more closely. By understanding their needs, preferences, and demographics, you can streamline your marketing and product development efforts to focus on attracting more of your ideal customers. People like them are, after all, the primary market segment you’ll want to target the most.

Here are a few strategies to analyze and engage returning customers, boost your repurchase rate, and hone your product-market fit:

  1. Dive into Customer Data: Gather and analyze customer data to identify common trends and characteristics among your returning customers. Leverage this information to inform your marketing strategies and future product offerings that cater to their specific needs and wants.
  2. Engage and Communicate: Proactively engage with returning customers through email marketing, social media, or other touchpoints. Seek feedback and insights on your products and services while maintaining a strong emotional connection with them. This will provide invaluable guidance for improving and refining your offering.
  3. Segmentation and Personalization: Divide your customer base into segments based on their behavior, preferences, and demographic information. Implement personalized marketing and product strategies that align with the unique requirements of each segment. Focusing on highly targeted communication and offerings ensures a higher likelihood of repeat purchases and enhanced customer loyalty.
  4. Learn from Low Repurchase Rate: Analyze customers who are not repurchasing, and identify any patterns or areas where you can improve. Try to address any concerns, issues, or unmet needs that may be hindering repeat purchases. Learning from the negatives will help you tweak and perfect your product-market fit.

Final tips for boosting repurchase rate & accelerating your growth

Congratulations, aspiring business mavens! You’ve now have a deeper understanding of what the repurchase rate is and why it is so important for eCommerce businesses. But how can you create even more of these raving fans? The answer lies in leveraging your marketing channels, be it email, Instagram, blog or others, to consistently deliver valuable content and engage with your target audience.

Here’s the game plan to keep your repurchase rate on an upward trajectory:

Step 1: Identify Your Key Marketing Channels

Before you can cater to your loyal customer base, you need to figure out the most effective platforms for reaching them. Comb through your customer data and insights to determine which channels resonate the most with your returning customers. It could be email, social media platforms like Instagram or Facebook, or even blog posts on your eCommerce website.

Step 2: Craft Content That Resonates

After identifying the primary communication channels, put your newfound knowledge about your loyal customers to use by creating content that truly speaks to their desires and preferences. Try to post valuable, engaging, and relatable content consistently, be it weekly or daily, to maintain a long-lasting connection while reminding them of your brand’s value. For sure, using AI marketing software like Studio Global will help you to create high-quality content more frequently with ease.

Step 3: Maintain the Momentum

Develop a content calendar to ensure a regular posting schedule across different platforms. Don’t get discouraged if you don’t see immediate results. Building trust and loyalty takes time, and your customers will appreciate your unwavering commitment to delivering value.

Step 4: Monitor, Analyze, and Optimize

Track key performance indicators (KPIs) like open rates, click-through rates, or conversion rates to assess the impact of your content and communication efforts. Use these insights to optimize your messaging and make data-driven decisions to constantly improve and adjust your strategy.

By following this approach, you’ll not only retain your current loyal customers but also attract new ones who share similar interests and preferences. The more consistent and targeted your content strategy, the better your chances are of boosting your repurchase rate and accelerating your business’s growth. Stay true to your mission, and success is just around the corner!

Try studio global for free