Optimizing Your Loyalty Program Using The Average Number Of Orders Per Customer


Knowing how many orders your average customer places is a valuable piece of information when running a loyalty program.

Once you calculate it or have Repeat Customer Insights do it for you, many program decisions can become easier to make.

Let’s say customers place 5.8 orders with your store on average.

If you setup your program to give major rewards every six orders, you won’t be giving away that many. It’ll be a lower cost for you but the loyalty program might not be effective enough to change customer behavior. The carrot is so far away, they won’t care.

If you set it up for a major reward every three orders, your average customer will get at least one major reward and might get a second. That second reward is close enough (0.2 orders away from average) that the reward might be enough to incentive an order that you wouldn’t have received normally.

Or maybe your major reward gets shared a lot which leads to easy new customer acquisition. In that case you would want every average customer to get a major reward at least once but not multiple times because of a high-cost. Requiring five orders would accomplish that easily. Going even lower at two or three orders would give that sharing a large boost.

Some loyalty programs use the amount spent instead of number of orders. In that case, you can get a rough idea by multiplying your Average Order Value by the average number of orders per customer. (This is also one quick-and-dirty way to calculate Potential Lifetime Value)

Just remember, these are averages. Some customers will order more often, others will order less.

Use the metrics as a guideline to get started, refine your decision-making, and avoid mistakes.

Eric Davis

Use cohorts to find out who the best customers are in your Shopify store

Repeat Customer Insights will automatically group your customers into cohorts based on when they first purchased. This will let you see how the date customers bought would impact their behavior.

Install Repeat Customer Insights for Shopify

This originally appeared on the LittleStream Software Blog and is made available here to cast a wider net of discovery.
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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of VisionPros.com, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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