Overview

Returning Customer Revenue refers to the total revenue generated from customers who have made more than one purchase.

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Returning Customer Revenue = Total Order Revenue from Returning Customers

The calculation is based on data from the Orders table.

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Note

Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies between the two.

Insights and Actions

Returning Customer Revenue is a key indicator of customer loyalty and the effectiveness of retention strategies. Efficiently leveraging Returning Customer Revenue data can guide strategic business decisions:

• Enhance Customer Loyalty Programs: Strengthen or introduce loyalty programs to encourage repeat purchases, increasing returning customer revenue.
• Personalize Marketing Efforts: Use purchase history data to tailor marketing messages and offers, enhancing relevance and encouraging repeat business.
• Optimize Product and Service Offerings: Analyze the preferences of returning customers to adjust your offerings, ensuring they meet the needs and desires of your most loyal customer base.
• Focus on Customer Satisfaction: Implement feedback loops and customer satisfaction surveys to identify areas for improvement, directly impacting repeat business and revenue.

Example Use

Prompt

What was the returning customer revenue for the last 7 days?

Response

Query

WITH
  returning_customers_cte AS (
    SELECT
      ot.customer_id AS customer_id
    FROM
      orders_table AS ot
    WHERE
      ot.is_new_customer = FALSE
      AND ot.event_date BETWEEN '2024-09-18' AND '2024-09-24'
    GROUP BY
      ot.customer_id
  )
SELECT
  SUM(
    IF(od.is_new_customer = FALSE, od.order_revenue, 0)
  ) AS returning_customer_revenue
FROM
  returning_customers_cte AS rc
  JOIN orders_table AS od ON rc.customer_id = od.customer_id
WHERE
  od.event_date BETWEEN '2024-09-18' AND '2024-09-24';