17 Powerful Strategies to Increase Repeat Customer Rate (2024)

The repeat purchase rate is an essential indicator of customer satisfaction and customer loyalty in Ecommerce. It measures the percentage of repeat purchases a consumer makes in a given time.

Online store owners strive to provide the best experience possible for every customer. The ability to welcome and serve returning customers is an integral part of maintaining a high level of customer satisfaction. The more customers that return to your store, the more opportunities there are to build relationships and demonstrate the value of your products.

What's a good returning customer rate?

A "good" return customer rate means a different thing for every online store. It depends on your niche, product, price, and competition. For example, think about the items you regularly buy, such as consumables like food and hygiene products. You buy them more often than you shoes, bags, and electronics. It means that consumable products have a much higher repeat purchase rate.

Cheaper Ecommerce products tend to have a higher repeat customer rate than premium products. Nevertheless, stores with a high repeat customer rate selling inexpensive products don't necessarily make more money than premium stores with fewer repeat customers. Healthy margins,high AOV,and ahigh conversion rateare needed to capitalize on your returning clients.

What is a good average repeat purchase rate?

The average repeat purchase rate for eCommerce rangesfrom 20 % to 40% in most cases, with 27% being a sweet spot ( according to Shopify).

How to increase the average repeat customers rate for eCommerce

1. Retarget your customers

Many online stores focus on bringing new customers and completely ignore those who have already made a purchase. Set aside a budget for retargeting those who have previously purchased from you! It will serve as a reminder to them to revisit your store and shop. Retaining and motivating your customers requires generosity.

The best way would be to offer new or recurring promotions for returning customers. If you do that, they'll keep coming back. However, please don't overdo it. You don't want to bombard your customers with too many ads and promotions when they are not ready to buy yet.

2.Build and nurture your email list

Sending targeted newsletters can help you drive repeat purchases. It has been a time-proven Ecommerce strategy that can encourage customers to buy more often. However, it has recently come under scrutiny due to privacy issues. So, avoid spamming your customers' inboxes with daily newsletters with no value. They may unsubscribe or put your emails into a spam folder. It would be best if you optimized the frequency to match your customer persona.

  • Nevertheless, there are two newsletter types you should send (always!!!). One isthe Welcome Email Series, triggered when someone subscribes to your newsletter. Including a unique discount code and introducing your brand story is a good idea.
  • Another type is theAbandoned Cart Series, triggered when the customer still needs to complete the purchase. On average, abandoned cart emails result in a 4.64% conversion rate compared to a 0.17% average for newsletters. The reason is that the customers see the abandoned cart emails after adding products to the cart, which shows their interest in the product. Thus, the customers are more likely to make a complete purchase.
  • AWinback emailcan be a fantastic way to retain your customers. Through Winback emails, you can remind customers to come back to shop again. For many online retailers, sending winback emails is an effective way to give customers a heads-up about new collections, products, and price updates. Sometimes, it is a great way to nurture your customer relationships. Add an incentive (discount or a gift) to your winback email, which will likely increase your average repeat customer rate.

3. Loyalty program

Aparicio et al. and García-Jurado et al. studies confirm that loyalty and reward programs can increase user engagement and the number of returning customers. As a result, the purchase frequency grows as well. However, you need to consider your customers' desires to make your loyalty program effective and increase repeat purchase rates. Therefore, your loyalty program must be fun, easy to use, and offer exciting prizes and discounts. There needs to be more than a traditional 10% discount. Fun experiences and exciting prizes will help establish an emotional connection with your customer, who will return for more and will recommend you to their friends.

4. Personalization

Personalization can help you create unique experiences and adapt your messaging and offers to individual customers on your site. You can offer two main types of Ecommerce personalization to your shoppers.

  1. Personalized product recommendations- If you are using Shopify, plenty of apps can offer product personalization on your online store. For example, you can show your returning customers products they looked at before or products from the same category as they purchased from you previously. Such products will raise the odds that they will buy from you again.
  2. Personalizing emails-If you send newsletter campaigns using Klaviyo, ensure personalization for the product feed. This way, your customers can receive relevant promotions and offers with a high likelihood of purchase. Therefore, the engagement rate and repeat purchases will increase.

5. Buy now, pay later

"Buy now, pay later" is a marketing strategy that allows customers to buy products in advance and pay the full cost in parts. Often, customers will get a gift or other incentives with the purchase. It can increase your repeat customer rate by up to 80%! In addition, "Buy now, pay later" can massively increase the conversion rate and average order value. You will also see a boost in trust and customer loyalty. As a result, customers are more eager to return and purchase from you again.

6. Gamification

If you want to boost repeat sales, try the gamification techniques discussed inthese case studies.We recommend two game techniques: long-term and short-turn. A great example of effective short-term gamification isthe Cup Flip Gamefrom Starbucks. It was a month-long digital game where participants had to flip in a Starbucks cup. Users could share their scores, earn points, and win vouchers. The engagement rate was a whopping 90%. Smaller eCommerce brands and generic online stores that use Shopify can also enjoy gamification to increase the repeat customer rate. You can use apps like Optimonk to offer games like Spin the wheel or scratch cards.

Longer-term gamification usually implies obtaining specific incentives for repeat behavior, such as loyalty programs that we mentioned before.

7. Subscriptionto boost recurring sales on autopilot

Offering a subscription makes a difference in your returning customer rate. It works particularly well for food-related and skincare stores. Fashion and accessories stores can also offer subscriptions to their users, such as bi-yearly mystery boxes. However, you want to ensure you have enough SKUs to avoid sending repetitive items. Subscription is the key strategy to generate long-term eCommerce sales.

8. Social media-only dealsto build brand loyalty

Humans are visual creatures. Social media plays a significant role in increasing the repeat purchase rate for eCommerce. You want to post more product videos followed by deals available to social media subscribers only.

9. Browser push notificationsfor engagement

Push notifications are messages that show up on the users' screens while they are online. It allows eCommerce store owners to share offers or other vital information quickly. It's super easy for consumers to subscribe and unsubscribe from push notifications. Since not so many online stores use this feature, you can stand out and grab customers' attention online.

Personalizing your push notification to show highly relevant information that your customers will like is essential. For example,PushNinjamonitors users' previous activities, such as purchases, locations, and tastes. It then sends the push notifications to the appropriate audience, who will likely engage and return to your site.

10. Limited-time productsto build a sense of urgency

Limited-time products create a sense of urgency. You can increase returning customer rates and brand loyalty by giving exclusive priority access to people who purchased from you before. However, you must be careful with the duration of such a campaign. You want it to be a short time because customers will feel cheated. Suppose you want to avoid creating new products. You can always create limited-time bundles, gift wrapping,or cross-promotional kits (think Adidas and IVY PARK).

11. Ask for feedback to build relationships with your customers.

Ask your customer for feedback about your product or online store and reward them with a discount! A great example to follow is the Nuud brand. Nuud team asked customers to DM them on social media and share their experience with the brand. In return, customers get a surprise discount that they can use towards their next purchase. This genius marketing strategy allowed Nuud to connect with its customers and increase the returning customer rate.

12. Incentives reviews

Offering tiered discounts for reviews is a great strategy to make people buy more. For example, you can offer a 15% discount to customers who share their reviews on your online store or 20% to those who share their user-generated product images with the review. You will see tremendous growth in the repeat purchase rate! In eCommerce, reviews play a crucial role in building customer trust!

13. Competitions

Creative competitions can be a great way to stimulate repurchasing behavior! For example, if you have an online t-shirt store, you can run a competition to select the best look. You can reward the winner with a special prize and reward the rest of the participants with discounts they will surely use!

14. Search Engine Marketing to delight and surprise your customers.

Imagine if your customers google for "alternatives" for your brand and go for the other store. There is a way to stop it. You can advertise a secret discount. To do so, you will need a separate landing page for your eCommerce store featuring a secret discount only available to people from search engine ads. It will be a delight and surprise to your customers, who will likely purchase from you again.

15. Voice commerce

Voice commerce is a trending technology that can increase your repeat customer rate fast. More people use Alexa to shop online and buy essential reusable products. According to Blue tag,30% of people who buy reusable products via voice repeat those orders. You can significantly increase your repeat customer rate by enabling voice shopping!

16. Physical discount vouchers

Include a physical voucher offering a discount code for the next purchase. It's a simple yet potent strategy for generating repeat purchases. There is an element of surprise and delight that most of us would enjoy.

17. Add-on servicesto make customers feel special.

Do you want to increase your average customer retention rate? Then make them feel valued. In return, they will establish that emotional connection with your brand and return to you to shop again. For example, Luxe Botanics offers a free Esthetician consultation to support their customers on the journey to perfect skin. This is a great way to build customer loyalty and increase returning customer rates for your eCommerce store. Such an approach is not exclusive to skincare brands. If you sell food, you can share exclusive access to recipes. Fashion brands could offer a free stylist consultation. The possibilities are endless.

There are many more ways to increase a returning customer rate; you need to listen to your customers and delight them with an extraordinary digital experience. And this is where we come in.Book a free call,and let's discuss how we can help improve your online store and make your customers come back for more!


APARICIO, Manuela, Carlos J. COSTA and Rafael MOISES. 2021. ‘Gamification and Reputation: Key Determinants of E-Commerce Usage and Repurchase Intention’. Heliyon 7(3), e06383.

GARCÍA-JURADO, Alejandro, Mercedes TORRES-JIMÉNEZ, Antonio L. LEAL-RODRÍGUEZ and Pilar CASTRO-GONZÁLEZ. 2021. ‘Does Gamification Engage Users in Online Shopping?’ Electronic commerce research and applications 48, 101076.

17 Powerful Strategies to Increase Repeat Customer Rate (2024)


How do you increase customer repeat rate? ›

How to increase repeat customers
  1. Reward repeat customers.
  2. Focus on customer service.
  3. Offer incentives to repeat customers.
  4. Act on customer feedback.
  5. Use email to stay top of mind.
  6. Review customer data.
  7. Build customer experiences.
Aug 23, 2022

What are 3 ways to promote repeat business? ›

Ten Ways to Encourage Repeat Business
  1. Prioritize Customer Service. ...
  2. Keep Customers Up to Date on Their Orders. ...
  3. Provide Coupons. ...
  4. Use Social Media Effectively. ...
  5. Reduce Purchase Friction. ...
  6. Provide Loyalty Rewards. ...
  7. Collect Contact Information. ...
  8. Push Related Products for Additional Sales.

What is an effective strategy to encourage repeat business from a client? ›

Some ways to earn repeat business include starting a loyalty program, offering personalized customer service, giving out coupons for future use and offering freebies.

What are 4 ways to attract customers? ›

10 Ways to Get New Customers
  • Ask for referrals. ...
  • Network. ...
  • Offer discounts and incentives for new customers only. ...
  • Re-contact old customers. ...
  • Improve your website. ...
  • Partner with complementary businesses. ...
  • Promote your expertise. ...
  • Use online reviews to your advantage.
Apr 6, 2017

What will encourage repeat sales? ›

Offer incentives to repeat customers

That's why offering incentives—like bonus upgrades, additional samples, loyalty points, or store credit—can be a great way to increase repeat customers, especially after the first purchase.

What is a good repeat customer rate? ›

Although benchmarks vary from company to company, most ecommerce businesses have 25-30% percent returning customers. This is backed up by Alex Schultz, VP of Growth at Facebook who says, “If you can get 20-30% of customers coming back every month and making a purchase from your store, you should do pretty well”.

What are the three 3 rewards that can add value to the customer loyalty program? ›

Types of rewards can include: Gifts with a purchase. Discounts/discount codes. Exclusive products and deals.

What is a key to building repeating businesses? ›

To encourage repeat business, you need to offer more products or services that'll add value to the ones your existing customers already have. For example, you can come out with both new and spin-off products to encourage them to make a repeat purchase. They'll appreciate that you have their needs in mind.

What is encouraging repeat business? ›

By encouraging repeat business you are ensuring that your business will remain strong and that sales will go up. Repeat business also helps to promote your business through the customer; if they are happy with the more likely it is that they will recommend you to others.

What are the strategies to keep customers? ›

8 strategies to retain customers
  • Offer omnichannel support to reach customers where they are. ...
  • Respond to customer support queries quickly. ...
  • Personalize support interactions. ...
  • Incentivize loyalty. ...
  • Offer a referral program. ...
  • Create a positive experience for employees. ...
  • Gather customer feedback often.
May 23, 2023

How do you win and keep clients? ›

  1. Meet customers where they are. We want to be our clients' neighborhood beauty store, so we cluster our stores where they live, work and play. ...
  2. Stay in constant contact. ...
  3. Be enthusiastic. ...
  4. Understand their pain points and earn their trust. ...
  5. Engage with them. ...
  6. Hear what they have to say. ...
  7. Give them what they want. ...
  8. Be truthful.
Jan 29, 2019

What actions or steps will you make to turn your customers into repeat buyers? ›

5 Steps to Gaining Repeat Customers
  • 5 Steps to Gaining Repeat Customers.
  • Clear details on the product description page. ...
  • Provide exemplary customer service. ...
  • Communicate regularly post-purchase. ...
  • Create exclusive discount or loyalty programs for repeat customers. ...
  • Create a stress-free returns policy.
Aug 30, 2019

What are the six strategies to attract customers? ›

The following six strategies will help you attract and keep customers.
  • Offer quality products. Good quality is the most important reason cited by consumers for buying directly from farmers. ...
  • Cultivate good people skills. ...
  • Know your customers. ...
  • Use attractive packaging. ...
  • Let customers try samples. ...
  • Be willing to change.

What are the 7 principles of marketing? ›

The 7Ps of marketing are – product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.

What are the 4 key factors in providing great customer service? ›

There are four key principles of good customer service: It's personalized, competent, convenient, and proactive. These factors have the biggest influence on the customer experience.

How do you drive repeat sales? ›

8 Proven tactics that drive repeat purchases
  1. Collect customer opt-ins (and make it fun) ...
  2. Start a customer loyalty program. ...
  3. Drive repeat purchases with future-use coupons. ...
  4. Say "thank you" ...
  5. Remind customers when it's time to restock. ...
  6. Follow up with customers who haven't engaged with you. ...
  7. Deliver first-class customer support.

What are 4 general ways to increase sales? ›

What Are The '4 Methods to Increase Revenue'? If you want your business to bring in more money, there are only 4 Methods to Increase Revenue: increasing the number of customers, increasing average transaction size, increasing the frequency of transactions per customer, and raising your prices.

How do you get customers to reorder? ›

Here are several ways to get those profit-enhancing reorders, depending on the nature of your business.
  1. Email Targeted Recommendation. ...
  2. Personalize Your Offer. ...
  3. Look for Cross-Selling and Up-Selling Opportunities. ...
  4. Consider Discounts and Coupons. ...
  5. Create a Loyalty Program. ...
  6. Ask for Feedback. ...
  7. Keep Communicating.

What is a good increase in customer retention rate? ›

A 100% retention rate is always good. Meanwhile, a 15% retention rate is usually bad. Whatever is in between varies by the industry. What may work for your niche can be unacceptable for another, and vice versa.

What is an example of a repeat purchase rate? ›

For example, if you had 100 customers who made purchases over four months, and 50 of them returned to make another purchase within those four months, your repeat purchase rate would be 50% for this given time. You might consider calculating the repeat purchase rate during specific times of the year.

Are repeat customers more profitable? ›

Returning Customers Spend 67% More Than New Customers - Keep Your Customers Coming Back with a Recurring Revenue Sales Model - business.com. What is Recurring Revenue?

What are the four 4 customer loyalty variables? ›

Findings – Four categories of loyal customer are proposed: captive, convenience‐seekers, contented and committed. The behaviours and attitudes that can be expected of customers in these different categories are discussed.

What are the three 3 ways to capture value from customers? ›

e.g you can't change gross margin, there are only three strategies that you can use to impact customer value: Sales: Increase per customer sales. Loyalty: Retain customers longer. Cost: Lower the cost to serve.

What are 4 types of reward systems for your customers? ›

Loyalty programs can improve brand recognition, increase sales and emphasize an organization's values. Get an in-depth look at four loyalty programs and what they offer.
  • Tiered loyalty program. ...
  • Subscription-based loyalty program. ...
  • Value-based loyalty program. ...
  • Points-based loyalty program.
Aug 19, 2022

What causes repeat customers? ›

What causes repeat customers? There are many reasons why customers may become repeat customers. Some reasons may include satisfaction with the product or service, convenience, or a good customer service experience.

What is the number one key to a successful business? ›

Consistency is key to success in business. If you are selling products or offering services, make sure that you consistently offer high-quality products and services. This way, your customers will trust you. Once you have established trust with your customers, they are less likely to move to your competitors.

What is a word for a repeat customer? ›

On this page you'll find 8 synonyms, antonyms, and words related to regular customer, such as: customer, denizen, habitué, patron, regular, and frequent visitor.

What is a repeat business model? ›

What is a recurring revenue model? Businesses built with a recurring revenue model rely on regular and repeat payment intervals from their customers for access to their product and services. Think about your current subscriptions or memberships – those businesses collect recurring revenue from you.

How do you invite customers back? ›

There are several ways to write a win-back email, but one effective approach is to be genuine in your email. Tell them how you feel about them leaving your brand without getting overly personal, show them what's in store if they come back, and let them know you'd love to hear back from them.

What do you say to a returning customer? ›

Thank you for your valued business. We value your trust and confidence in us and sincerely appreciate you! Your commitment as a customer is much appreciated. We look forward to serving you again in the future!

What are 5 ways to keep customers happy? ›

How to keep customers happy and loyal
  • Create customer experience goals. ...
  • Go the extra mile with customer support. ...
  • Treat each customer as an individual. ...
  • Provide multiple touchpoints. ...
  • Invest in the voice of the customer research. ...
  • Use your CRM to measure satisfaction and retention. ...
  • Leverage automation.
Apr 5, 2022

How do you keep customers loyal forever? ›

Strategies to Building Customer Loyalty
  1. Provide outstanding customer service. Excellent service can help to create lifelong customers. ...
  2. Reward customers with special offers and discounts. ...
  3. Leverage user-generated content (UGC) ...
  4. Create a unique customer loyalty program.
Dec 9, 2022

What are four customer service strategies? ›

10 Winning Customer Service Strategies
  • #1 Start With Building Your Dream Team.
  • #2 Optimize Agents' Training.
  • #3 Support Employee Satisfaction.
  • #4 Use the Right Tools.
  • #5 Measure the Right Data.
  • #6 Personalize the Experience.
  • #7 Make Data-driven Decisions.
  • #8 Welcome Complaints.
Oct 26, 2021

How do you win a client in 30 seconds? ›

3 Ways to Win in the First 30 Seconds of the Call
  1. Slow Down: When I am listening to CSR calls, the most common mistake I hear is them rushing through the greeting. ...
  2. Use Empathy and Reassurance: Another commonly missed opportunity is empathy. ...
  3. Get the Caller's Name:

How do you prevent losing clients? ›

Stop Losing Customers! 10 Ways To Improve Customer Retention
  1. Prioritize Customer Service. ...
  2. Personalize Your Contact with Customers. ...
  3. Use Email Marketing to Keep In Touch. ...
  4. Begin A Loyalty or Referral Program. ...
  5. Survey Your Most Loyal Customers. ...
  6. Respond Quickly to All Messages. ...
  7. Don't Ignore Messages on Social Media.
Aug 12, 2021

How do you impress clients and win more business? ›

Here are 10 tips for accomplishing that goal.
  1. Know who your clients are. ...
  2. Have a better voice mail. ...
  3. Attend trade shows. ...
  4. Start a newsletter. ...
  5. Help the local community. ...
  6. Work with other companies. ...
  7. Make them feel special. ...
  8. Showcase your work.
Dec 19, 2014

What makes a customer buy again? ›

Personalization, relevant discounts, and loyalty programs are a few of the customer retention strategies that work best and yield outstanding results.

What tactics would you give to increase revenue from existing customers? ›

10 Tips to Generate More Revenue from Existing Customers
  • Reward loyalty. Loyalty should always be rewarded. ...
  • Ask for reviews. ...
  • Leverage existing CRM data. ...
  • Remarket. ...
  • Cross-sell and upsell. ...
  • Share quality content. ...
  • Listen for unmet needs. ...
  • Re-allocate marketing budget to best performing campaigns.

How you will retain your customers so they repeatedly buy from you? ›

4 effective customer retention strategies
  • Retain customers with a smooth onboarding process. First impressions are everything. ...
  • Create a customer feedback loop. One of the biggest keys to retaining customers is to know how customers feel. ...
  • Keep your products and services top of mind. ...
  • Reward promoters and loyal customers.

What are the five 5 selling strategies? ›

5 Sales Strategies for Businesses
  • Define your buyer.
  • Tell a story.
  • Target a niche market.
  • Sell your brand.
  • Focus on internal growth.

What are the 4 key marketing strategies? ›

What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

How do I market myself? ›

Six great ways to market yourself
  1. Identify a target audience. Understand your potential employers inside out. ...
  2. Know your USP. ...
  3. A way with words. ...
  4. Show a little personality. ...
  5. Keep your finger on the pulse. ...
  6. Web savvy.

What are the four key items do customers want to know choose four? ›

But as a general rule, the four crucial things a customer needs are: A fair price. A good service. A good product.

What are the 5 common goals of marketing? ›

Five of the most common marketing goals are:
  • Generating leads.
  • Building brand awareness.
  • Increasing website traffic.
  • Converting leads into customers.
  • Developing customer loyalty.

What are the 3 P's of good customer service? ›

Essentially, the 3 important qualities of a customer service center are around three “p”s: professionalism, patience, and a “people-first” attitude. Although customer service varies from customer to customer, if you're following these guidelines, you're on the right track.

What are the 6 factors that affect customer satisfaction? ›

Factors that Influence Customer Satisfaction
  • Accessibility.
  • Empathy.
  • Language.
  • Response Time.
  • Convenience.
  • Choices.
  • Simplicity.
  • Quality.
Jul 26, 2021

What are the top 3 most important elements of high customer satisfaction? ›

The three major factors that affect modern customer satisfaction can be categorized as customer perceived quality, value, and service. By harnessing these factors, you are able to provide positive, consistent customer experiences and create true customer loyalty.

Why increase customer retention rate? ›

Why is customer retention important? Customer retention measures not only how successful a company is at acquiring new customers but also how successful they are at satisfying existing customers. It also increases ROI, boosts loyalty, and brings in new customers.

What makes customers come back? ›

Customers who feel valued are more likely to feel loyal to your business, come back again and recommend it to others. There are many ways you can show your gratitude, from a personal phone call to a written thank you note or a special reward, such as extra product or a discount.

What is the most important factor in customer retention? ›

Build Better Customer Relationships. The most successful businesses are built on trust. According to a survey conducted by the Concerto Marketing Group, 83% of customers will recommend your brand to others if they trust you. Meanwhile, 82% are more likely to stay loyal to your brand if they trust it.

What are customer retention strategies? ›

Customer retention strategies are the processes and initiatives businesses put in place to build customer loyalty and improve customer lifetime value. Customer retention is different from customer acquisition or lead generation.

How do you develop retain and grow customers? ›

Keep your products and services top of mind

You can do this via any number of customer retention strategies. Good options include weekly email newsletters, running contests on social media, and producing high-value content (like blogs, videos, podcasts, or ebooks).

How do you grow customers? ›

7 Simple ways to increase your customer base
  1. Offer a free newsletter. ...
  2. Increase your customer base by asking for opinions. ...
  3. Keep up and maintain excellent customer support and service. ...
  4. Keep your website content fresh. ...
  5. Promote your business on social media networks. ...
  6. Encourage customer referrals.
13 hours ago

How to improve customer satisfaction? ›

7 techniques to improve customer satisfaction
  1. Understand your customer journey—firsthand. ...
  2. Listen to your customers. ...
  3. Offer proactive multi-channel support. ...
  4. Act on customer feedback. ...
  5. Personalize your user experience. ...
  6. Leverage NPS and CSAT scores. ...
  7. Follow up with your customers.
Sep 15, 2022


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