eTailer Customer Lifetime Value By Customer Type [CHART]

Chart - eTailer Customer Lifetime Value By Customer Type

Flash sale retailers capture an additional 385% of the amount a customer spends in their first 30 days during the remainder of their first year as a customer, according to a report released in June 2012 by RJMetrics. By comparison, customers of traditional online retailers spend 94% of the amount of their first purchase within the first year. Interestingly, all “next-generation” retailers performed better than traditional online retailers. Daily deals customers returned to spend 143% of their first purchase amount in the first year, while group buying customers spent 150% of their first purchase amount.

Research has shown that daily deals customers do offer repeat business. According to ForeSee survey results released in March 2012, roughly 9 in 10 daily deal shoppers said that after redeeming their most recent offer they either made another transaction with the same company (44%) or plan to do so (47%). And data from a February 2012 report from Localeze and 15miles, conducted by comScore, indicated that 45% of daily deal customers have purchased multiple daily deals from the same business, while a further 41% intend to do so. Read the rest at MarketingCharts.

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