Understanding Your Return Rate
Return rate is the share of enrolled customers who've visited on at least two distinct days — how to read it and what's typical.
Return rate measures how many of your enrolled customers actually come back.
The definition
A customer counts toward your return rate once they've visited on at least two distinct days. Return rate = customers with 2+ distinct visit days ÷ total enrolled customers.
What's typical
| Business type | Typical return rate |
|---|---|
| Cafes | ~35% |
| Car wash / salon | 24–27% |
Why your return rate can look low
If your return rate looks lower than you'd expect, check that staff are scanning on every visit. A customer who visits without a scan doesn't get counted as a repeat visit — the gap is often scanning discipline, not customer apathy. See Scan a card for the day-to-day scanning workflow.
Where to check it
The retention view in Insights (paid plans) shows your return rate alongside your other analytics, and you can break it down further by branch or by card — see Per-branch and per-card reports.
Using return rate to guide notifications
A low return rate is a signal to lean harder on the tools built to bring people back — the 14-day win-back trigger, a targeted broadcast to a Slipping or At risk segment, or peak-day autopilot to catch customers at a moment they're already likely to visit.
Next steps
- Read your Home dashboard cards
- Break return rate down by branch
- Review the 10-in-14 activation milestone
Frequently asked questions
Does a single visit count toward return rate?
No — a customer needs at least two distinct visit days to count. A single visit puts them in the One-time bucket instead.
How often is return rate updated?
It reflects your current recorded visit activity, so it updates as new stamps and scans come in.