Returning Customer Discount Per Order: Average RC Discount

The average discount dollar value applied per returning customer order.

Formula

Returning Customer Discount Per Order = Returning Customer Discounts ÷ Returning Customers

Formula Components

Metric	Definition
Returning Customer Discounts	Total discount dollars applied to returning customer orders
Returning Customers	Number of orders placed by returning customers

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Ratio

Example

Your store processed 856 returning customer orders in March with $6,848 in discounts:

Metric	Value
RC Discounts	$6,848
RC Order Count	856
RC Discount Per Order	$8.00

Compare to New Customer Discount Per Order ($12.50) to see if you’re over-incentivizing acquisition versus retention.

How It Works

Returning Customer Discount Per Order divides total discounts on repeat buyer orders by the number of those orders. Unlike the total discount figure, this metric normalizes for volume—revealing whether discount intensity is rising or falling as you scale retention.

When to Use

Scenario	Action
Retention cost tracking	Monitor per-order discount cost for repeat buyers
Segment comparison	Compare against new customer discount per order
Loyalty program analysis	Evaluate if loyalty discounts are creeping higher over time
Margin protection	Set thresholds to prevent discount escalation on repeat purchases

Metric	Relationship
RC Discounts	Numerator: total discount dollars for returning customers
Returning Customers	Denominator: returning customer order count
RC Discount %	Discounts as percentage of RC gross revenue
Discount Per Order	All-customer discount per order for comparison
NC Discount Per Order	Acquisition discount per order for segmented analysis

See all Adjustments metrics →

RC Discount %Shipping Revenue

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics