What is repeat purchasing and why does it cost less?
Photo: Avila Ops Tecnologia
Repeat purchasing means an existing customer buys again. It costs less because the expensive part of selling is already paid: the ad bringing them in, time spent convincing them and the risk of distrust.
Black Friday fills your database with new customers, many of whom will not return unless someone contacts them.
Why do new customers cost so much?
For every buyer, many people clicked without buying, and you paid for all of them. If ads cost R$ 900 and produce 30 orders, each new customer cost R$ 30 before any product costs. For repeat purchases, that number falls near zero: a WhatsApp message to someone who already trusts you and agreed to receive store communications.
A coffee store selling 500 g bags knows customers finish them in three weeks. A day-20 message to opted-in customers asking whether they want a refill sells without ads. This works only if the store knows who bought what and when, the role of customer records.
How do you prepare repeat purchasing during Black Friday?
Ensure every order enters records with name, WhatsApp, product, date and whether the customer agreed to receive offers. Put a reason to return in the parcel: a card with product-care instructions and store contact, rather than a generic coupon. Mark campaign buyers as a separate group.
In December, opted-in customers from that group receive a different message from the older database: “you bought X on Black Friday; the matching product has arrived.” The CRM with WhatsApp guide explains doing this without spreadsheets.
What to do now
Check whether you can list last month’s buyers and what they bought. Avila Ops builds CRM connected to your store and WhatsApp so you know how many messages become sales: avilaops.com/crm-para-pequenas-empresas or WhatsApp wa.me/5517997811471.
Frequently asked questions
How do you measure repeat purchase rate?
Customers buying twice or more divided by total customers over a period. If 200 people bought during six months and 40 returned, the rate is 20%.
Does repeat purchasing apply to services?
Even more so. Salons, auto shops and clinics depend on returns: know when customers will need you again and contact them beforehand.
Isn’t messaging past customers annoying?
It is when generic and frequent. A timely message about the product someone bought is service. Send offers only to people who agreed, always with an easy way to stop, such as replying “stop.”
Turn what you learned into your next step.
Tell us about your company and what you want to improve. We can explore the right tools, integrations or custom project together.