Listen: How to truly measure the cost of customer acquisition



In our latest episode of Retail Gazette’s Retail Unpacked podcast, we sit down with Phil Alltoft, commercial lead at Novuna, one of the UK’s leading financial services company. Leaning on Alltoft’s many years of customer-centric experience, we unpack one of retail’s biggest blind spots – customer acquisition costs (CAC). With 25 per cent of retailers unaware of their CAC and 35 per cent not tracking retention rates, we explore why these crucial metrics are often overlooked and the impact they have on long-term profitability.

We dive into the challenges retailers face, from rising digital advertising costs to evolving privacy regulations, and discuss how businesses can strike a balance between acquisition and retention efforts. Phil shares insights on the power of finance options in offsetting high CAC, the role of personalisation in driving loyalty, and the strategies retailers should prioritise in 2025.

Tune in for an eye-opening discussion on where retailers are going wrong and how they can course-correct for sustainable growth.

In addition to this brand new podcast, check out the recent report we published alongside Novuna titled, Understanding the True Cost of Customer Acquisition and Retention, which uncovers the biggest blind spots in retail — and reveals how leading brands are reducing costs, boosting loyalty, and increasing profits..

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