How many customers buy in your store each year? 10.000? 50.000? 100.000? Have you think about the differences among them? You already may know that not all the customers are the same. Some visit your stores frequently and others buy seldom. Diverse studies and consulting projects have confirmed that 10%-20% of your customers account for 60%-80% of your total sales in a year or the period analyzed. This analysis is easy to do: all the information is in your administrative system. Below are the customers pyramids for a computer store in 2016.
Platinum customers are only 3,5% of total number of customers but account for 32,5% of total sales of the store. The sum of platinum, gold and iron customers represents 20% of total customers but accounts for 64% of total sales. These are called frequent shoppers. In general they are less sensible to price changes and visit your store always. Lead customers are 87,3% of the customers but only account for 35,6% of the total sales. Many of them only visit your store when there are promotions, are less loyal.
What would you do to keep your frequent shoppers? That will be the theme of a next post.
