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THE ULTIMATE CPG DICTIONARY
Repeat Purchase Rate
The percentage of customers who make a second purchase after their first purchase.
How it's Calculated:
Number of repeat purchasers ÷ total number of purchasers × 100.
Example:
Out of 1,000 first-time buyers of a sparkling water brand, 400 buy again. Repeat Purchase Rate = 40%.
Category:
Shopper Behavior Metrics
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