Article

Peter Rivett-Jones
Peter Rivett-Jones 30 June 2022

When is a Customer Not a Customer?

Customers who don’t repeat purchase are not really customers. They are still prospects. This blog explores the critical issue of getting a customer to that all important second purchase.

68% of customers will never purchase a second time. But encouraging repeat customers creates long-lasting, profitable relationships. Not only are your repeat customers purchasing more over time than new customers, they spend more per visit and tend to purchase more expensive products or services.

If a customer doesn’t repeat purchase then they're not really your customer and they belong to someone else.

Imagine a world where the definition of a customer was someone who buy’s a company’s goods or services more than once. In fact don’t imagine it, apply this definition to your business now and see what effect it has.

We regularly talk to companies where more than half of their customers wouldn’t be counted under this definition because they have only bought once. Half of the customers they think they have would not be included in their customer metrics.

I’m a great believer in playing with data and this is one exercise that I urge you to try. Rerun all your customer numbers using this revised definition of a customer. The numbers when it comes to things like retention rates, customer engagement rates, spend per customer etc will be truly enlightening.

The simple truth is that a one-off customer is not really your customer – they belong to one of your competitors. Including these customers in your metrics is a false comfort blanket that is hiding the true picture of where your business is. 

You should really view a one-off customer as still being a prospect. You’ve worked really hard to get them to the first purchase and no doubt spent a lot of money too – but the job is far from complete.

Getting new customers to a second purchase is extremely difficult. the majority of customers will never purchase a second time. But encouraging repeat customers creates long-lasting, profitable relationships.

Not only are your repeat customers purchasing more over time than new customers, they spend more per visit and tend to purchase more expensive products or services.

While only a minority of first purchasers will make a second purchase, the majority of customers that make a second purchase will make a third. And with each successive purchase, the likelihood of them coming back increases. 

Acquiring new customers is great but getting them to buy the second time is even better. A second purchase is a key step towards becoming a high-value customer. What’s more, it is significantly cheaper to get existing customers to buy twice than finding new customers altogether. 

You need to start building a relationship from the very beginning of a customer’s journey with your company, engaging them with relevant information at each stage. You want to actively move prospects through the funnel until the point where they become repeat buyers. 

A key cornerstone of this activity should be some form of nurture programme. A nurture programme is a series of triggered communication timed around an average frequency of purchase for an industry sector.

The communications may include offers and incentives. It should include recommendations on next products to purchase. This could be based on best selling products or it could be based on affinity models - a set of models that predict the most suitable next product to buy.

Whatever is in your nurture programme it is important it is measured correctly. Don't just measure it on how many sales have been made, you need to measure how many customers have made a second purchase.

If you’d like to talk about repeat purchase marketing, we'd love to hear from you! Please visit our site at https://www.relevanz.co.uk/touch and let us know how we can help!

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
How to Encourage Customers to Post Photos about Your Brand

How to Encourage Customers to Post Photos about Your Brand

Visuals impact buyer behavior – there’s no doubt about it. But not just any visuals will have the impact you planned on your eCommerce marketing strategy. If the only images your customers see in relation to...

Luisana Cartay
Luisana Cartay 8 June 2016
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more