Building and Using a Business List (858 words)

• Business customers' average order value (AOV) was higher—by a factor of two to four times.

• Frequency of purchase on an annual basis was less for business customers than consumers.

• Business customers' lifetime value over three years was eight times to 10 times that of consumers. WOW! It appears that business customers are more loyal buyers and have higher numbers of units per order. Response rates typically are somewhat lower for businesses than their consumer counterparts, but they more than make up for it with higher AOV.