Customer Analytics
What is visit frequency and how is it measured?
Visit frequency is how often a guest visits within a period — visits per month or per quarter, measured on identified customers. Brand-level sales moves that get blamed on 'losing customers' are frequently a frequency story instead: the same guests coming slightly less often, a shift that is invisible in traffic counts but obvious in identified-customer data.
Frequency is a distribution, not an average. A brand whose mean frequency is 1.8 visits a month typically has a large once-a-month tail and a small band of weekly regulars who anchor the business. Reading the distribution shows where the opportunity is: moving a wide band of occasional guests from three visits a quarter to four is usually worth far more than any plausible acquisition campaign.
Frequency shifts are also the early-warning system for pricing and experience changes. A price increase rarely makes regulars vanish; it makes some of them come a little less often, and that shows up in cohort frequency well before it is legible in top-line sales.
Why it matters
The cheapest incremental visit comes from someone who already likes the brand. Frequency analysis identifies which guests are one nudge away from a higher habit — and detects, early, the ones drifting away.
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