Online retailers lose approximately 25% of their customers every year. Unfortunately, due to the highly competitive camping gear marketplace, Camp Plus loses approximately 35% of its customers every year to its competition, giving it a retention rate of only 65%. Using a discount rate of 10%, you calculate a CLV for each of the 10,000 customers in Camp Plus's database.

CLV =  [(GC * r) / (1 + i - r)] - AC]

Explanation:

CLV is the customer lifetime value which is the calculation of net profit during the tenure of relationship with the clients and customers.

The formula for CLV calculation is :

CLV = [(GC * r) / (1 + i - r)] - AC]

Where,

GC is annual gross contribution,

r is retention rate of customers

i is discount rate

AC is Acquisition cost

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