How Much Should You Spend to Acquire New Buyers?

For example, let’s assume 50 percent of a typical customer file will purchase again next year. At a minimum, you must replace the 50 percent who don’t buy so the active housefile doesn’t decline. This includes a combination of adding new buyers and bringing previous buyers onto your zero-to-12-month file. If you want to grow, your percentage of new-to-files has to be even higher than your normal attrition rate.