Definition of Return Customer

A return customer, in digital marketing, refers to a client or consumer who has purchased goods or services from a business in the past and chooses to engage with the company again. They demonstrate loyalty and satisfaction with the brand’s offerings and result in higher customer lifetime value. Return customers contribute significantly to a business’s revenue, as they typically require less marketing effort compared to acquiring new customers.


The phonetic pronunciation of “Return Customer” is:riˈtərn kəˈstəmər

Key Takeaways

  1. Return customers are highly valuable as they tend to make repeat purchases and have a higher lifetime value.
  2. Building trust, offering outstanding customer service, and providing a stellar customer experience will encourage return customers.
  3. Implementing loyalty programs and personalized marketing strategies can help retain existing customers and turn them into return customers.

Importance of Return Customer

Return Customer is an important term in digital marketing because it signifies the value a customer adds to a business through their continued patronage and loyalty.

A return customer is more likely to make repeat purchases, recommend the brand to others, and contribute to higher long-term revenue and profitability.

As acquiring new customers often involves substantial marketing costs and effort, retaining existing customers is more cost-effective and demonstrates the effectiveness of marketing strategies.

A strong base of return customers is critical for business sustainability and growth, as they help to expand brand awareness, provide valuable feedback, and enhance the overall customer experience.


Return customers play a crucial role in the digital marketing landscape, as they are the individuals who have previously engaged with a brand or business and, due to their positive experience, continue to make repeated purchases or utilize the offered services. These customers are considered highly valuable because they serve as testament to a brand’s ability to deliver quality products and satisfying experiences, which in turn fosters brand loyalty and a sustained revenue stream.

Digital marketers emphasize the importance of nurturing return customers in order to establish a strong foundation for a business’s long-term success. In the realm of digital marketing, understanding and catering to return customers’ needs and preferences is paramount in order to support their continued patronage.

By employing techniques such as personalized engagement, tailor-made promotions, and loyalty programs, digital marketers strive to maintain a strong connection with these customers and encourage their ongoing support. Return customers are also invaluable sources of word-of-mouth marketing and can become brand ambassadors, further spreading brand awareness and fostering new customer acquisitions.

Investing in strategies that cultivate return customers ultimately leads to a more stable, loyal, and expanding customer base, driving a business’s growth and strengthening its market presence.

Examples of Return Customer

Amazon Prime Membership: Amazon has successfully implemented digital marketing strategies to encourage return customers through its Prime Membership program. By offering exclusive deals, free shipping, and access to various digital services like Prime Video and Music, Amazon ensures that customers return to their platform for future purchases, increasing their long-term value.

Starbucks Mobile App Loyalty Program: Starbucks has created a digital marketing campaign around their mobile app, which includes a loyalty program where customers can earn points (stars) to redeem free drinks and food items. The app allows users to place orders in advance, pay for their items, and receive personalized offers. This encourages return customers as they become more invested in accumulating rewards and regularly visit Starbucks to make use of their benefits.

Nike’s Personalized Email Marketing: Nike focuses on personalized email marketing to bring return customers to their online store. By segmenting their audience based on factors such as previous purchases and browsing behavior, Nike sends out customized offers, product recommendations, and reminders for abandoned shopping carts. This targeted approach to digital marketing not only builds brand loyalty but also increases the chances of repeat purchases from existing customers.

Return Customer FAQ

What benefits do return customers receive?

Return customers are eligible for special offers, discounts, and exclusive promotions. They also have the advantage of a more streamlined shopping experience, as their information is saved for faster checkout and personalized product recommendations.

How do I become a return customer?

Simply make a purchase on our website and create an account during the checkout process. Your account will automatically be recognized as a return customer on your subsequent visits, giving you access to all the benefits and features exclusive to return customers.

Can I share my return customer status with friends or family?

While we appreciate your enthusiasm, return customer benefits are non-transferable and exclusively for the individual account holder. However, we encourage you to invite your friends and family to shop with us and experience the benefits of becoming a return customer themselves.

How do I access my return customer discounts and offers?

Once you’re logged in to your account, all available discounts and offers will be displayed on the website, as well as during the checkout process. If you have a promo code, you can enter it at checkout to apply the discount to your order.

Do return customer benefits expire?

Some benefits, such as specific promotions and discounts, may have expiration dates. These will be clearly communicated to you via email or on the website. However, your return customer status does not expire, and you will continue to enjoy perpetual benefits as long as you maintain your account.

Related Digital Marketing Terms

  • Customer Retention
  • Loyalty Programs
  • 3

  • Repeat Purchase Rate
  • Customer Lifetime Value (CLV)
  • Customer Satisfaction

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