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TERM
Frequency
How often buyers purchase in a period.
Definition
Purchase frequency equals number of buying occasions per buyer.
How to Calculate
Divide total trips by number of buyers.
Why it Matters
Growing frequency increases sales and loyalty.
Key Advantages
Simple signal of habit strength.
Example
2.5 trips per buyer per quarter.
Use it to
Measure how often buying households purchase the category or brand to understand depth of engagement. Compare frequency across retailers or segments to identify where increasing trip rate will drive the greatest sales impact.
