What is a Repeat Customer?

‍

‍A repeat customer, or repeat buyer, is someone who makes at least two purchases from the same company. Over time, as they continue to return, these individuals often become your most loyal customers, with higher customer lifetime value and greater satisfaction. Since the cost of acquiring new customers can be five to ten times higher than retaining existing ones, identifying repeat customers and understanding their needs is a powerful strategy for any eCommerce business. Subscribers are a particularly valuable type of returning customer, as their purchases follow a set schedule. However, subscribers and repeat customers are not the same, as a repeat customer does not always sign up for a subscription to continue their buying behaviour.