Beyond just looking at sales, what *specificmetric should you use to assess the long-term impact of a seasonal promotion on your brand's perceived value?

Beyond just looking at sales, the specific metric you should use to assess the long-term impact of a seasonal promotion on your brand's perceived value is the *'repeat purchase rate' and *'customer lifetime value' (CLTV) of buyers acquired during the promotion, compared to buyers acquired outside of the promotional period. Simply looking at sales during the promotion only provides a short-term snapshot. The repeat purchase rate measures the percentage of buyers who made a purchase during the promotion and then returned to make another purchase within a defined timeframe (e.g., 3 months, 6 months, 1 year). Customer lifetime value (CLTV) estimates the total revenue a customer is expected to generate throughout their relationship with your business. If the repeat purchase rate and CLTV of buyers acquired during the promotion are *lowerthan those of buyers acquired outside the promotion, it suggests that the promotion may have attracted price-sensitive buyers who are not loyal to your brand. This can negatively impact your brand's perceived value in the long run. For example, if you ran a steep discount promotion during Black Friday and attracted a large number of new buyers, but only a small percentage of them return to make subsequent purchases at full price, it indicates that the promotion may have devalued your brand in their eyes. The brand became associated with discounts, not quality. Conversely, if the repeat purchase rate and CLTV of promotional buyers are *higherthan those of non-promotional buyers, it suggests that the promotion successfully attracted new customers who appreciate your brand's products and are likely to become long-term loyal customers. This positively impacts your brand's perceived value. Analyzing these metrics provides a more comprehensive understanding of the long-term impact of your seasonal promotions and helps you optimize your promotional strategies to build a loyal customer base and enhance your brand's reputation.