Glossary
What is visit frequency?
Visit frequency is how often a customer comes back. It turns the number of stamps needed into a length of time, which is what the customer actually feels. Ten stamps is five weeks to someone who comes twice a week, and five months to someone who comes once a fortnight.
Thresholds are set in stamps. Customers experience them in weeks. Visit frequency is the conversion between the two.
The check
Work out how many stamps a regular collects in a normal week, then how many weeks that makes. More than about six and most people stop counting.
It also defines lapsing
Knowing a customer’s usual gap is what lets you notice when they have exceeded it, which is the earliest signal you get that somebody has drifted away.