Most people want to tell you to obsess over LTV. Most people want to tell you what your ideal LTV:CAC ratio is. Most people want to tell you what your 60-day LTV should be. Not us.
That’s because we know LTV isn’t something to focus on.
Sounds crazy? It’s not. LTV is a compound metric, meaning you’ve got underlying components to address and improve in order to move the needle on the KPI everyone tells you to focus on. What good is focusing on something if you can’t impact it? At Repeat, you’re more likely to find us talking about things like repurchase rates, purchase frequency, returning customer AOV. These are the components that comprise LTV. These are the metrics we obsess over. These are the levers you need to pull in order to improve LTV.
And these are the things we can help you do. Like Dr. Squatch, who uses Repeat to improve repurchase rates by 10%. And Clevr, who uses Repeat to improve purchase frequency by 13%. And Olipop, who uses Repeat to increase returning customer AOV by 14%. They trust us, because we’ve built software based on experience. We‘ve run our own brands, and we’ve worked at brands like Bev, Dr. Squatch and Hydrant. We know what retention metrics generate profitable growth and we know which ones look good in a slide deck. And we know what DTC brands’ retention curves look like—and how they’ve improved them. We also know that most of those curves look similar. Most brands end up with a repurchase rate between 22 and 28%. And most brands end up spinning their wheels to impact that curve even a little bit—because they focus on the wrong metric. Yet we can help you move each metric—repurchase rates, purchase frequency and AOV—because we focus there. Higher LTV ends up being a byproduct. You’ll be hard pressed to find anyone obsessing over this stuff more than us. So, stop focusing on LTV. Start focusing on the things that impact it, instead. Start here.
