Repeat purchase
Repeat purchase is when a customer buys the same product or brand again, measured as the percentage of buyers who repurchase within a given period
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is a useful indicator of retention and satisfaction, but it is not the same as brand loyalty. A person may repurchase out of convenience, habit, price or a lack of nearby alternatives, and switch as soon as another option appears.
To read it properly, it should be compared with competitors’ figures and with expected behaviour in the category, and combined with attitude and preference data. This separates behavioural loyalty, seen in purchases, from attitudinal loyalty, which the person expresses.
Also known as
repurchase rate, repeat purchase rate
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