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Repeat rate Definition

The proportion of first-time users of a product who purchase the product at least a second time.

Repeat rate refers to the percentage of customers who make multiple purchases or interactions with a brand or product within a specific period. It is a key indicator of customer loyalty and satisfaction.

Who relies on the repeat rate in market research?

Brand managers, customer insights teams, retention marketers, product managers and loyalty program analysts rely on repeat rate to evaluate customer behavior and long-term brand engagement.

What are the key aspects of the repeat rates in market research?

• Measures frequency of return purchases or actions.
• Time-bound (e.g., monthly, quarterly).
• Reflects customer satisfaction and brand strength.
• Influenced by product category, price and customer experience.
• Can be segmented by demographics or behaviors.

Why is the repeat rate important in market research?

Repeat rate reveals the stickiness of a brand and helps assess the effectiveness of retention strategies. High repeat rates often correlate with increased lifetime value and lower customer acquisition costs.

How do market researchers use the repeat rate?

Researchers analyze repeat rate to identify loyal customer segments, evaluate campaign success, optimize product offerings and guide retention efforts. It’s also used in predictive modeling and ROI assessments.