Neha Kumar: retention isn't a metric

Neha Kumar, COO of Full Glass Wine Co. (a $200M DTC wine rollup), teaches the math that decides whether your store is a business or a treadmill. If your ticket is huge and your margins are fat, sure — one purchase works. Anywhere else, retention is the entire engine. Her undergrad-class analogy: somebody buys a Porsche, you can sell one. Somebody buys a water bottle, you need them coming back over and over. If they buy once and never return, "it's really hard to call that a viable business." Sharp clip for every DTC operator burning ad spend on first-time buyers.

Видео Neha Kumar: retention isn't a metric канала Commerce Disciple