What is Customer Acquisition Cost?

Posted by Philip Huthwaite on September 27, 2023

CAC Definition

Whether you're in traditional high street shops or diving into the fast-paced world of eCommerce, one goal stays the same: get and keep loyal customers. With so many businesses fighting for attention, finding those loyal customers isn't always easy.

That's where the Customer Acquisition Cost (CAC) can help. CAC is the average cost of acquiring a new customer, from initial contact to them making their first purchase.

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Topics: Cost Plus, Customers

How to Raise Your Prices Without Losing Your Customers

Posted by Moira McCormick on May 20, 2020


We are going through tough economic times.  You may believe that the easiest strategy to get customers flocking back would be to lower your prices.  Alternatively, you could consider raising your prices to bring in some much-needed revenue.  If you take the latter path there’s bound to be trepidation that this could be the final nail in your retail coffin, that your customers will abandon you for those other retailers offering cheaper products.

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Topics: Customers, raise prices

How You Can Reduce the Pain of Paying

Posted by Moira McCormick on October 16, 2018

Getting paid on time is one of the most frustrating issues for businesses. Customers are never  overjoyed to part with their money. But if they are happy with your products and service they are much more likely to pay within the negotiated time frame. 

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Topics: Willingness to Pay, Customers, Paying

7 Funny Ways to Tackle Pricing Objections

Posted by Patrick Foster on September 3, 2018

This week, we have a guest blog post from Patrick Foster.

Patrick is a writer and ecommerce expert from Ecommerce Tips — an industry-leading ecommerce community on a mission to share myriad business and entrepreneurial insights from the sector. 

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Topics: Pricing, Customers

Please Stop Confusing People With Your Pricing

Posted by Lara McLeod on August 21, 2018


Confusing prices and pricing strategies could be puzzling your customers - and impacting your profits negatively. 

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Topics: Dynamic Pricing, Customers

Turn Customers into Brand Ambassadors with Easy Pricing Changes

Posted by Moira McCormick on July 4, 2018

According to Chris Lema in his article How to Announce Pricing Changes (Without Ruining Everything), it's not the price change itself that you should be worried about but how you present it to your customers.

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Topics: Customers, Brand Ambassadors

How to Win Customers Back from your Competitors

Posted by Moira McCormick on June 6, 2018

Companies with high churn typically spend vast amounts on marketing to try to replace their defectors. However, as it’s more cost-effective to win back lost customers than to garner new ones perhaps they should be using strategies aimed at getting “lost” customers to return.  A study completed by Marketing Metrics says you normally have a 20 to 40% chance of winning back an ex-customer – so, how’s it done?

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Topics: Customers

Customer Spotlight - Electrical World

Posted by Emmanuel Aremu on October 11, 2017

Electrical World, a Northern Ireland based company started from humble beginnings and has quickly risen to be a leading independent electrical appliance retailer of CCTV, heaters, fans, lighting, lamps and wiring accessories.

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Topics: Customers

The 3 types of buyers - and how to deal with them

Posted by Moira McCormick on May 16, 2016


It's pretty obvious that the great British public spend their money in different ways - some people will throw their money around without a care and others save their money like Scrooge. The majority of us come somewhere in the middle. There may well be dozens of different types of buyers depending on how you look at things, but most people whittle them down to just 3.

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Topics: Sales, Persona, Customers

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