Mark Simpson explains why repeat customers matter more than chasing new ones. Improving your top 5-10% of customers into regulars compounds into sustainable growth, and it starts with capturing their email to remarket and offer promotions.
5–10% of your best customers (convert to repeat guests).
And so what capturing their email allows you to do is stay top of mind, remarket to them, give them promotions, and basically get your best 5 to 10% of your customers to come back and actually stay with you. And then from there, that, that becomes the bottom funnel foundation of your entire business. Because if you're constantly getting even just 5% of your best guests to come back and stay, now you're actually growing a whole business on top of that. So everything that you do to improve the guest experience improves that. Everything you do to get more guests in and increase your demand all comes back to that growing base of repeat guests.
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