How Did boulder Achieve a 50.5% Repeat Purchase Rate?

Opening a Store Repeat purchases are key 

What is the key to a high repeat purchase rate? Good product quality and cost-effectiveness are highly attractive to end users, and this is the foundation of physical store operations. The high repeat purchase rate brought by good products is the core of making money in physical stores. Repeat purchases are even more important in the sales of products, especially in the vaping industry, which inherently has a high frequency of repeat purchases. When consumers buy a product and have a good experience, they are very likely to purchase again. This year, the well-known market research company GfK China conducted a survey on repeat purchase rates and behaviors in the vaping industry. After collecting a large amount of data samples, they analyzed the repeat purchase rates in the electronic vaping industry and published the “China Electronic Cigarette Market Repeat Purchase Rate Research – Comprehensive Report”. The data shows that Boulder has a repeat purchase rate of 50.5%. So what did Boulder do right to achieve such strong customer loyalty and brand stickiness?

“Repeat Purchase”? What is it?

Repeat purchase refers to the number of times consumers buy a certain product or service again. The more frequent and larger the repeat purchases, the more it indicates that the product is fundamentally successful. It also shows that consumers have a high level of stickiness and loyalty to the product and brand. For example, Coca-Cola has a very high repeat purchase rate, with a low unit price that does not affect profitability. A high repeat purchase rate also brings a word-of-mouth effect, meaning that it is not just existing customers repeatedly purchasing; there are also new customers who fall in love with the drink. Repeat purchases are very important in product transactions. When a physical store starts operating, due to factors like being a new store, promotions, and consumer curiosity, customers are likely to make their first purchase. However, as the store continues to operate, it is the repeat purchases that support the store, and repeat purchases are also crucial for the survival cycle of the store and brand. This year, GfK China conducted a survey on repeat purchase rates and behaviors in the vaping industry. After collecting a large amount of data samples, they analyzed the repeat purchase rates in the electronic vaping industry and published the “China Electronic Cigarette Market Repeat Purchase Rate Research – Comprehensive Report.” This comprehensive report investigates many existing brands from various dimensions such as industry status, brand recognition, past purchase rates, and purchase depth. One interesting study was the comparison of single-brand consumers vs. cross-brand consumers. Among leading brands, the single-brand purchase rate is lower than that of cross-brand consumers, except for one brand, Boulder, where the single-brand purchase rate is significantly higher than that of cross-brand consumers. In other words, consumers who “want to choose one electronic cigarette for long-term use” prefer the Boulder brand. This higher ratio indicates a high repeat purchase rate, and subsequent data in the report confirms this. 50.5% of existing consumers show a clear intention to repurchase. Regarding the reasons for repeat purchases, GfK also provided data analysis in the report, showing that Boulder leads in several dimensions such as consumer base, clear substitute recognition, brand and product loyalty, and satisfaction. For those who have been exposed to the Boulder brand culture and have used Boulder products, these results are expected. As a company focused on product and technology, Boulder has always adhered to the “dedication to technology, dedication to products, dedication to vaping liquid” spirit. In the vaping industry, where product quality and experience are core, superior quality, good experience, and high cost-effectiveness are the reasons for Boulder’s high repeat purchase rate. Boulder has always insisted on a product-centric principle, the product is the foundation (1), marketing is the key (0), only by placing 1 in front can the subsequent 0s have meaning. If the 0 is made meaningful, then it becomes a bubble, and such a product can only be a hit, fleeting. Whether starting from basic technology or “going against the grain” to first match the e-liquid hardware, ensuring the core quality of the vaping liquid, applying for vaping liquid PMTA, etc., these are all Boulder’s persistent efforts to truly achieve “making good products in the hearts of users.” The unassuming engineer has been diligently working hard. Because Boulder understands that what drives repeat purchases is marketing, which is just the icing on the cake. Regardless of the industry, commercial behavior cannot deviate from the essence of business. To enhance repeat purchases is even more so; without good products to support marketing, it is hard to go far.