Hillstrom's Loyalty: Measuring Why It Is So Hard To Grow a Business via Loyal Customers by Kevin Hillstrom

Author:Kevin Hillstrom [Hillstrom, Kevin]
Language: eng
Format: epub
Published: 2015-11-11T00:00:00+00:00

Yes, that’s the average.

How are those businesses going to grow? Let’s say they find a way to make the existing customer base far more loyal, and instead of 35% of last year’s buyer file purchasing again this year, 45% of last year’s buyer file purchases again this year. The business, still, with spectacular growth in customer loyalty, must replace more than half of last year’s buyer file with new + reactivated buyers (mostly new).

About 80% of my client base possesses an annual repurchase rate under 40%. And if the customer purchases again, the customer purchases somewhere between 1.5 and 2.0 times in the next year.

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