Genkøb

Genkøb is a Danish term describing the act of buying a product again after an initial purchase. The word combines gen- (again) with køb (purchase). In retail and consumer research, genkøb is used as an indicator of customer retention and product satisfaction, capturing loyalty beyond a single transaction.

Measurement and metrics: Genkøb can be quantified as the repurchase rate—the share of customers who place a second purchase of the same product within a defined window, or as the share of total purchases attributed to returning customers. Data sources include transaction histories, loyalty program records, and customer identifiers. Additional metrics include the interpurchase interval (time between purchases) and customer lifetime value for repeat buyers.

Applications: Retailers use genkøb to forecast demand, segment customers by loyalty, optimize pricing and promotions, plan inventory, and guide product development based on repeat purchase signals.

Limitations: A high genkøb rate does not always indicate true loyalty; some repeat purchases are gifts or routine replacements of inexpensive items. Windows for measuring genkøb affect results, and seasonal or promotional spikes can distort measures. Privacy and data quality are also considerations.

See also: repurchase rate, customer retention, customer lifetime value, churn rate.