Returning customer types report

There are many ways to think about customer retention analysis.

One of the most important things to understand is "How long does it take for my customers to return and repurchase?"


Unique customers The number of unique customers with orders in a month.
First-time customers The number of customers that made their first purchase within the month. This includes all orders that were paid, pending, authorized, partially_paid or partially_refunded.
Retained customers The number of returning customers (ie Non-first-time customers) that purchased within the Retained customer repurchase period. For example, if the Retained customer repurchase period is set to 3 month, in any given month, this is the number of returning customers that have repurchased within 3 months of their last order.
Non-retained customers The number of returning customer (ie Non-first-time customers) that purchased outside of the Retained customer repurchased period.

To grow your business, it is important to understand the behavior of your customers and their willingness to return to shop again. In an ideal scenario, the majority of your customers are Retained (for some repurchase period) and First-time in each month. 

The First-time customers help grow your business by adding new sources of current and future sales. The Retained customers give you regular and more predictable sales.

Some of our customers, however, will be non-retained. That is, customers that have purchased in the past, but haven't ordered for many months. It is important to understand how many of your customers are Non-retained and to formulate a plan to re-engage them.

Adjust the Retained customer repurchase period to find the retention period after which most of your customers are Retained vs Non-retained. For instance, with a 1-month repurchase period, we notice that more customers repurchase again after 1 month compared to customers that repurchase within 1-month.

Adjusting the repurchase period to 3 months, we notice most returning customers repurchase within 3 months of their previous orders.

This suggests that your Shop has loyal customers that return often to purchase again regularly, every 3 months.

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