A retailer runs advertising, opens a new location, or offers a first-purchase discount in order to bring in people who have never bought before. Those activities are customer acquisition. The aim is to expand the base of buyers.

Acquisition channels include digital ads, social media, referrals, public relations, and physical visibility. Cost per acquired customer is a closely watched figure; it must be recovered through the profit of initial and future purchases. High acquisition costs can be justified when customers stay loyal and buy repeatedly.

Retailers balance acquisition against retention. Spending heavily to attract new buyers while neglecting existing ones is a common mistake. Measurement tools track which campaigns produce actual first-time purchasers rather than mere clicks or visits. Sustainable growth usually requires a steady flow of new customers alongside strong repeat business.

• Activities aimed at attracting first-time buyers
• Measured by cost and volume of new customers
• Uses advertising, promotions, and location
• Must be balanced with retention efforts