Percentage of Sales From Repeat Customers

[BillVaughnAlWestNissan]

Experiments like this are always funny to me. My answers across a few platforms ranged from "there's no such thing as loyalty anymore" (yikes!) to 80%. Delusional on both sides, IMO. If anyone is interested, I have run at 31% this year.

 

[Tallcool1]

Experiments like this are always funny to me. My answers across a few platforms ranged from "there's no such thing as loyalty anymore" (yikes!) to 80%. Delusional on both sides, IMO. If anyone is interested, I have run at 31% this year.

31% for a volume franchise store is really strong in my opinion.

My number runs much higher BECAUSE I am a low volume store. If I were to ramp up my marketing and inventory to boost my volume, my percentage would instantly drop.

 

[BillVaughnAlWestNissan]

31% for a volume franchise store is really strong in my opinion.

My number runs much higher BECAUSE I am a low volume store. If I were to ramp up my marketing and inventory to boost my volume, my percentage would instantly drop.

Yeah, I definitely understand the aspect of different types of lots. I was more discussing comparable stores to mine.

 

[jon.berna]

In a former life we tracked this in about as many ways as you can. Here are the stats up to '22.

This looks at about 200 dealerships. To qualify customer had to have been in the dms with at least one purchase.

Long story short... 35% of your monthly sales should have spent a dollar with you before. That hasn't been the case for the past few years because of inventory shortages, but that should be the goal moving forward.

I believe Alex's logic 100% and would consider these averages the floor

 

[Tallcool1]

In a former life we tracked this in about as many ways as you can. Here are the stats up to '22.

This looks at about 200 dealerships. To qualify customer had to have been in the dms with at least one purchase.



I believe Alex's logic 100% and would consider these averages the floor


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Is there anything that you DIDN'T track @jon.berna ? Your analytical past is incredible!

 

[lyamen.savy]

A vendor partner asked me recently whether I thought the percentage of sales we have from repeat customers is standard, high, or low. I honestly couldn't answer that question. What do you guys think is the average percentage of sales that should come from repeat customers so that you know you are doing a good job?

How about what percent of sales should come from referrals vs. paid media?