597 New Customers In One Month – Why It Was Our Worst
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597 New Customers In One Month – Why It Was Our Worst
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In one month, Catherine's skincare brand Indagare brought in 597 new customers – and it was one of the worst months the business had. In this episode of The Brand Marketing Show, Catherine opens her own books to explain why, and what it reveals about premium positioning for eCommerce brands.
Premium isn't a price point. It's a posture. Catherine breaks down the most expensive misunderstanding in eCommerce – that going premium just means switching off the discounts – and walks through the actual figures from a near-controlled experiment: the same brand, same products and same year, run two completely different ways.
You'll hear why average order value climbed almost 50 per cent, why month-one retention more than doubled, and the metric the marketing industry profits from you ignoring.
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