Subscription businesses have a clear churn event, the cancellation. D2C brands without subscriptions have to define it: for example, a customer who has not ordered in twice their typical time between orders.
Catch customers before they churn. An at-risk segment, regulars who are past their usual reorder date, is cheaper to win back than lapsed customers gone a year.
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Related terms
- Customer retention rateCustomer retention rate is the share of customers from one period who buy again in…
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Part of the growth marketing glossary by Shiva Sharma.