Also referred to as Repeat Customer Rate, it is a metric that measures the percentage of a company’s customers who make more than one purchase over a specified period.
It serves as a key indicator of customer retention and loyalty, reflecting the ability of a business to encourage repeat buying behavior. Particularly relevant in industries with fast-moving consumer goods and frequent purchase cycles, RPR provides insights into the effectiveness of marketing efforts and customer satisfaction. While not applicable to all industries, such as those with long product life cycles, RPR is widely utilized in sectors like eCommerce to assess brand loyalty and customer engagement beyond the initial purchase.