Please enter a valid number of total customers (greater than 0).
Repeat customers cannot exceed total customers.
Repeat Purchase Rate
0.00%
function calculateRPR() {
// Get DOM elements
var totalInput = document.getElementById('totalCustomers');
var repeatInput = document.getElementById('repeatCustomers');
var resultBox = document.getElementById('resultBox');
var resultValue = document.getElementById('rprResult');
var resultInsight = document.getElementById('rprInsight');
var errorTotal = document.getElementById('errorTotal');
var errorRepeat = document.getElementById('errorRepeat');
// Reset errors and display
errorTotal.style.display = 'none';
errorRepeat.style.display = 'none';
resultBox.style.display = 'none';
// Get values
var total = parseFloat(totalInput.value);
var repeat = parseFloat(repeatInput.value);
// Validation Logic
var isValid = true;
if (isNaN(total) || total <= 0) {
errorTotal.style.display = 'block';
isValid = false;
}
if (isNaN(repeat) || repeat total) {
errorRepeat.style.display = 'block';
isValid = false;
}
if (!isValid) return;
// Calculation Logic
var rate = (repeat / total) * 100;
// Determine Insight
var insightText = "";
if (rate = 10 && rate = 20 && rate < 40) {
insightText = "Good! You have a healthy base of returning customers.";
} else {
insightText = "Excellent! You have very high customer loyalty.";
}
// Update UI
resultValue.innerHTML = rate.toFixed(2) + "%";
resultInsight.innerHTML = insightText;
resultBox.style.display = 'block';
}
Understanding the Repeat Purchase Rate (RPR)
The Repeat Purchase Rate (RPR) is a critical Key Performance Indicator (KPI) for e-commerce businesses and direct-to-consumer (DTC) brands. It measures the percentage of your customer base that has returned to make a second (or third, fourth, etc.) purchase. Unlike customer acquisition metrics which focus on growth, RPR focuses on loyalty and retention.
Why is RPR Important?
Tracking your repeat purchase rate is essential for sustainable growth for several reasons:
Higher Lifetime Value (LTV): Repeat customers spend more over their lifetime than one-time buyers.
Lower Acquisition Costs: It is significantly cheaper to retain an existing customer than to acquire a new one.
Trust Indicator: A high RPR suggests product quality and customer satisfaction are high.
The Repeat Purchase Rate Formula
Calculating your RPR is straightforward. It looks at the relationship between your total unique customer base and those who have bought more than once within a specific time frame (e.g., annually or lifetime).
RPR = (Number of Customers Who Purchased > 1 Time / Total Number of Unique Customers) × 100
Example Calculation
Imagine you run an online coffee shop. Over the last year:
You had 1,000 unique customers who made a purchase.
Out of those 1,000, 250 customers came back and bought coffee again.
Your calculation would be:
(250 / 1,000) × 100 = 25%
This means 25% of your customer base are repeat buyers.
What is a Good Repeat Purchase Rate?
Benchmarks vary heavily by industry. For consumables (like coffee, supplements, or cosmetics), you generally want a higher rate (25-50%). For durable goods (like furniture or electronics), the rate is naturally lower because people don't buy sofas every month. Generally:
Under 20%: Indicates a need to focus on retention marketing (email flows, loyalty programs).
20% – 40%: A healthy range for most e-commerce stores.
Over 40%: Exceptional loyalty; your customers are true advocates.
Strategies to Improve Your Rate
If your calculator result is lower than you'd like, consider implementing the following strategies:
Implement a Loyalty Program: Reward customers with points or discounts for returning.
Post-Purchase Email Flows: specific "Win-back" campaigns for customers who haven't purchased in 60-90 days.
Subscription Models: Turn one-time purchases into recurring revenue automatically.
Unboxing Experience: Make the first delivery so memorable that they want to experience it again.