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The Equation · 2 of 6

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EQ5 · Purchase Frequency

What It Is

How many times one customer buys from you in a year, on average. Calculate it as: total orders from repeat customers ÷ number of repeat customers, over 12 months.

Common mistake

Assuming customers will remember to reorder on their own, with nothing reminding them.

The Delta Question

Between a customer's first order and their next one, do they hear from you at all: through email, WhatsApp, or an ad?