Returning customer discount amount as a percentage of returning customer gross revenue.
| Metric | Definition |
|---|
| Returning Customer Discounts | Total dollar value of discounts applied to repeat buyer orders |
| Returning Customer Gross Revenue | Total revenue from returning customers before adjustments |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your returning customers generated $145,000 in gross revenue with $11,600 in loyalty discounts:
| Metric | Value |
|---|
| Returning Customer Gross Revenue | $145,000 |
| Returning Customer Discounts | $11,600 |
| RC Discount Gross Rate | 8.0% |
How It Works
This metric divides returning customer discount dollars by returning customer gross revenue, then multiplies by 100. It measures how much repeat buyer revenue is offset by loyalty or promotional discounts. High rates may indicate over-reliance on discounts to drive repeat purchases, cutting into retention margins.
When to Use
| Scenario | Action |
|---|
| Loyalty program evaluation | Assess whether loyalty discounts are eroding repeat-purchase profitability |
| Margin analysis | Monitor discount impact on your most valuable customer segment |
| New vs. returning comparison | Benchmark against NC Discount Gross Rate for acquisition vs. retention balance |
| Retention strategy | Identify if repeat customers can be retained with smaller discounts |
| Metric | Relationship |
|---|
| RC Discount % | Related percentage metric for returning customers |
| RC Discounts | Total discount amount for returning customers |
| NC Discount Gross Rate | Compare retention vs. acquisition discount rates |
| Discount Amount | Total discounts across all customers |
