Journal · 21 November 2025
What Bangkok retail teams get wrong about repeat rate
Repeat rate is a count of second tickets. Loyalty is a story people tell in brand workshops. Customer Lifetime Value Analytics needs the count, plus contribution, plus a reason the second ticket happened. Bangkok retail teams often stop at the count, especially when a rolling 90-day chart is glowing after 11.11.
Rolling windows hide event buyers
A customer who only ever appears during the November marketplace festivals will look “active” for three months after, then vanish. If your VIP segment is built from that glow, you will spend January talking to people who already finished their relationship with you. On the Lifetime Value Studio weekend we retired exactly that kind of segment for a consumer electronics seller. The embarrassment was instructional.
Store + site is not one customer
Many Bangkok groups still cannot join offline tickets to the same person who buys on the site with a different phone number. Until that join exists, repeat rate is a channel statistic. Do not average it into a group CLV and present it as a human. Fix identifiers, or publish two rates and live with the gap.
A better Monday morning chart
Acquisition-week cohorts, second-order rate by week twelve, contribution on those second orders, and a flag for “first order during a sitewide promo.” That set is uglier than a single repeat tile. It also survives a finance review. If you want help building it on your extract, the desk is on Lat Phrao, not on a countdown timer.