Repeat and loyal customers make up less than 20% of the total customer base. Retailers with an aggressive acquisition strategy even drop below 10%. Yet, we all know that it is cheaper to market to existing (known) customers than to acquire them new.

According to research done by Frederick Reichheld of Bain & Company (the inventor of the net promoter score), increasing customer retention rates by 5% increases profits by 25% to 95%*. So retention is profitable and it can be fun!