What does "existing customer" and "new customer" mean?

"New Customers" refer to users who have never used a service before and "Existing Customers" is the opposite.

You may see some stores offer Cashback with multiple tiers, "New Customers" tier, and "Existing Customers" tier. "New Customers" is referring to the very purchase you make with the store while "Existing Customers" will be the next purchase with the store.

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