top of page
THE ULTIMATE CPG DICTIONARY
Retention Double Jeopardy
Smaller brands suffer both from fewer customers and lower customer retention, while larger brands retain more easily.
How it's Calculated:
Compare year-over-year retention rates between large and small brands.
Example:
A small organic shampoo brand may lose 40% of customers year-over-year, whereas Pantene loses only 15%.
Category:
Consumer/Market Metrics
bottom of page