John Feeney on acquiring the right customers, not the most customers.
The Head of eCommerce for one of the largest supplement businesses in the UK on why deep discounts buy you the wrong buyers, auditing your assortment for customer quality and building an acquisition and retention flywheel.
Optimizing for LTV isn't just optimizing for growth. It's optimizing for operational simplicity. That's because The cost of bad acquisition is living in your support queue, your warehouse, and your team's calendar.
