The DTC landscape is shifting. From our customer data at Repeat, new customer revenue is on the decline while returning customer revenue is on the up. Unfortunately those are netting out to low growth. Today we're talking about the celling of acquisition and the floor of retention. Here's how we would approach the problem.

Referenced material:
Full data review of Q2 2022
Aura Bora on limited time offers
Personalized Repeat Carts

• New customer revenue is down YoY but returning customer revenue is up
• Knee jerk reaction is to switch up your allocation of budget but we explain how to think about that
• We are operating near the ceiling of acquisition but near the floor of retention
• Leo talks about why growth/demand marketers are optimizers but we aren't there with retention
• We discuss why retention optimization is more than just the channel, its the full buying experience
• Alex explains the what, where, when framework of returning customers
• There's a reason the big retailers have dedicated "Buy Again Experiences"
• There are fundamental differences in how people return to shop vs when they are discovering the brand
• We discuss the topic of time being your biggest competitor (how much time does it take a customer to say yes and buy)
• Time is both a macro and micro consideration
• We talk about building a funnel and Alex botches some mental math
• Alex explains the three metrics he would be looking at when optimizing the returning customer's experience