How do you calculate it?
Returning customer rate = customers in the period who had visited before ÷ all customers in the period. Choose a period that suits your trade (a month for a café, a quarter for a hairdresser) and keep the same one, so you compare like with like.
Without a loyalty card or a customer account, a shop can’t tell a regular from a newcomer, so the number simply isn’t available. With one, every visit is linked to a customer.
Why does it matter for a shop?
Footfall tells you how many people came; the returning rate tells you whether they will come again. A rising rate usually means your product, service and reward are working. A falling one is an early warning, before sales drop.
How does Fidelia handle it?
Fidelia Pro stats show new and returning customers for each period, from 7 days to 12 months, per card and per location, with the share of active customers who had joined before the period. Every figure can be exported to CSV. The numbers are counted from real scans at your counter, not estimated.