Beyond Advertising: Exploring the Impact of Existing Customers on Your Bottom Line

November 21, 2023

An intriguing fact emerges where data reigns supreme: did you know that on average, a staggering 68% of new customers can be attributed to existing customers? This revelation sheds light on the immense power wielded by loyal clientele in driving business growth. Through careful analysis and interpretation of ecommerce data, it becomes evident that these current patrons serve as invaluable brand ambassadors, effortlessly spreading positive word-of-mouth recommendations within their networks. In this interconnected digital age, where consumers are bombarded with choices at every turn, trust and credibility play pivotal roles in influencing purchase decisions. As such, harnessing the potential inherent within a solid customer base is not only economically prudent but also strategically advantageous. Businesses can further refine their marketing strategies to cultivate strong relationships with existing customers while simultaneously attracting new ones organically.

Acquiring a new customer

Understanding that acquiring new customers is far more costly than retaining existing ones, businesses have shifted their focus towards building long-term relationships with their clientele. 

An intriguing insight (shared by Semrush) that highlights this importance is the fact that acquiring a new customer typically incurs a cost estimated to be five to ten times higher than retaining an existing one. This statistical revelation underscores the immense value in nurturing and maintaining relationships with loyal customers within an online retail setting. 

Ok, but how? By meticulously analyzing ecommerce data, businesses gain profound insights into consumer behavior patterns, preferences, and purchase history. Armed with this knowledge, companies can effectively tailor their marketing strategies, optimize pricing models, personalized product recommendations, and enhance overall customer experiences. 

It has been observed that brands are facing an alarming challenge in customer retention, with only 12% of their customers being retained on an annual basis. This statistic highlights a significant struggle for organizations operating in today's highly competitive market. With the proliferation of online platforms and the ease at which consumers can switch between brands, fostering loyalty has become increasingly difficult. 

Existing customers

It has been observed that the probability of selling to an existing customer lies within the range of 60% and 70%. By nurturing relationships with their current customer base, companies can tap into this higher likelihood of repeat purchases. 

Another statistics reflect that: Existing customers are 50% more likely to try your business’s new product and that are also 31% more likely to spend more on their average order value with your business.

Regarding generation profile, millennials seem to be more loyal to their favorite brands (44%).

Engaging existing customers has emerged as a pivotal strategy with massive implications for share of wallet – the amount of money an individual actively spends on a particular brand or company. In fact, shoppers who provide 4 or 5 star reviews increase their total spend by 89%. It becomes evident that the concept of brand ambassadors goes beyond merely promoting a company's products or services, these potential clients who not only hold sway over their peers but also have a strong affinity for the brand.

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