Decile Warns of the "First-Order Payback Trap" in Beauty Ecommerce, Arguing Brands Must Shift Focus from Initial Returns to Long-Term Customer Lifetime Value (LTV)

Customer analytics platform Decile calls for ecommerce marketers to retire "payback on first order" metrics and instead incentivize teams based on sequential purchase behavior and repurchase-rate lift to improve LTV:CAC ratios. Key Takeaways Decile warns that beauty ecommerce brands are...