Repeat Customer Rate Calculator
Use this repeat customer rate calculator to track whether loyalty, CRM, email, SMS, and customer experience work is bringing shoppers back.
How to use this calculator
Calculate the percentage of customers who bought more than once during a period. These calculators are intended for planning and benchmarking. Use your own finance, attribution, and campaign data before making final budget decisions.
Worked examples
Each example runs the same formulas as the calculator above, using figures typical of that kind of business.
Premium membership site
An online community platform with strong retention as members use the space regularly for professional development.
| Total customers | 12000 |
|---|---|
| Repeat customers | 5760 |
| Repeat customer rate | 48% |
|---|---|
| One-time customers | 6,240 |
| Repeat customers | 5,760 |
Convenience store chain
A 50-location convenience store network measuring repeat rates across locations after launching SMS offers.
| Total customers | 28500 |
|---|---|
| Repeat customers | 4275 |
| Repeat customer rate | 15% |
|---|---|
| One-time customers | 24,225 |
| Repeat customers | 4,275 |