Repurchase
Which products bring people back, what gets bought together, and what customers buy next.
Repurchase looks at what your customers buy over time rather than in a single order. Three things come out of it.
What gets bought together
Products that regularly appear in the same order. This is your bundle and cross-sell list, taken from what people already do rather than what you assume they do.
If you are wondering why a product never appears paired with itself: an order containing the same shirt in small, medium and large is one product, not three, so it does not count as being bought with itself.
What gets bought next
For a given first purchase, what those customers tend to buy on their second order. This is the useful one for email flows. If everyone who buys the starter kit comes back for the refill, that is the email to write.
Which products bring people back
Some products are one-off purchases and some start a habit. This tells you which of yours are which.
That changes what a first sale is worth. A product with a low margin that reliably leads to three more orders may be worth more to you than a high-margin product nobody repeats.
The period
Repurchase defaults to 90 days because it needs enough time for a second order to have happened. A short window will show you very little, and what it does show will be dominated by fast-moving consumables.
Related
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