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What is Customer Retention Rate (CRR)?
Customer retention rate (CRR) measures the percentage of customers who remain active and continue buying from your brand over a specific period. It reflects your ability to keep customers engaged and loyal.
Why Customer Retention Rate (CRR) matters?
High CRR indicates strong customer satisfaction, brand loyalty, and product-market fit. Retaining customers is generally cheaper than acquiring new ones, and loyal customers tend to buy more often and refer others. CRR is a crucial metric for subscription-based models, but it’s also valuable for any ecommerce brand aiming to build long-term relationships.
How Customer Retention Rate (CRR) works?
CRR = ((Customers at End of Period − New Customers Acquired) ÷ Customers at Start of Period) × 100%. This formula focuses on existing customers and excludes new acquisitions. Tracking CRR over different periods (monthly, quarterly, annually) reveals retention patterns and highlights areas for improvement.
Example in ecommerce
A meal kit company starts with 5,000 customers in January, acquires 1,000 new ones, and ends with 4,800 customers. CRR = ((4,800 − 1,000) ÷ 5,000) × 100% = 76%. They launch personalized recipe suggestions and flexible delivery schedules, boosting CRR to 82% within six months.
Common mix-ups
CRR is often confused with RPR. CRR tracks active customers, while RPR tracks customers who actually make another purchase.
Best practices
- Deliver consistent product quality and service.
- Offer loyalty programs with tangible rewards.
- Engage customers with personalized email/SMS campaigns.
- Respond quickly to customer service inquiries.
- Gather and act on feedback to address pain points.
- Introduce exclusive offers for repeat customers.
- Create community-driven content to strengthen brand connection.
Industry benchmarks
- Many ecommerce brands aim for a CRR of 70-85% annually.
- Subscription-based models often target 85-95% monthly retention.
Related terms
Repeat Purchase Rate (RPR)
Customer Lifetime Value (LTV)
Related article
What Is Customer Effort Score? And How Heatmaps Can Improve It
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