Returning customers, also known as repeat customers, are customers who have made a purchase from a business in the past and decide to make another purchase in the future. These customers are valuable to a business as they have already shown loyalty by making a purchase before and are more likely to make future purchases, increasing the likelihood of repeat business and additional revenue. Businesses often focus on retaining and nurturing returning customers as they can be more cost-effective to sell to than acquiring new customers. They also tend to spend more on each purchase than new customers, making them highly valuable to a business.
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