How much is a loyal customer worth to you? The simple calculation for your shop
We know a loyal customer matters. But how much, exactly? With three figures you already know, you can work it out, and decide how much it's reasonable to invest to keep them.
The plan
Customer value = average basket × visits per year × years of loyalty
It's an estimate, but it's enough to make good decisions.
Example: a bakery
Average basket €6, 3 visits a week (about 150 a year), loyal customer for 3 years: 6 × 150 × 3 = €2,700 in revenue. Giving away one baguette in every 10 is a small cost next to that amount.
Example: a café
Average basket €4, 2 visits a week (about 100 a year), over 2 years: 4 × 100 × 2 = €800.
Example: a hair salon
Average basket €35, one visit every 6 weeks (about 8 a year), over 4 years: 35 × 8 × 4 = €1,120. A follow-up that brings back a hesitant customer is therefore well worth its cost.
What it changes for you
- Getting one more visit per customer directly increases your revenue, without any new customers.
- Losing a customer costs far more than their last purchase: their entire future value walks out the door.
- Compare with your costs: if your loyalty tool costs €35 a month, it only needs to bring back a few customers to pay for itself.
Measure it for real
A digital loyalty card gives you the real figures: visit frequency, customers who returned after an offer, and estimated revenue brought back based on your average basket.