Sep 1, 2018 · 1 min read
Thanks, Rishi.
IMO (other practitioners may differ on this), Recency is important because it is a proxy for a number of factors. It indicates that the customer in question:
- Is still alive (sorry for sounding morbid)
- Is still interested in the retailer’s products (i.e., hasn’t outgrown it, hasn’t changed allegiance to a different brand etc.)
- Still lives near a store i.e., hasn’t moved away (this is important for bricks-and-mortar retailers)
- ….
To put it another way, for a customer to have shopped with you recently, an enormous number of ‘bad’ things must not have happened. And those things may have happened to customers who shopped 6 months ago — that’s why they haven’t appeared again.
I hope that helps.
