Should a supplements and health store in the UAE spend on ads or retention?

Compare cost per new customer against cost per repeat order. If the first is more than three times the second — and it usually is — the next unit of budget belongs in retention, whatever the growth plan says.

Ads or retention, decided with a number

This is not an argument against advertising. It is an argument for advertising to fill a bucket that holds water, because acquisition into a store nobody returns to is a subscription to a treadmill.

Winning a customer costs money and selling to them again costs almost nothing, and most budgets are spent as though the reverse were true. For a supplements and health store in the UAE, the answer turns on one thing in particular: Subscription behaviour without a subscription: people finish a tub and reorder, often on the same day of the month.

What is different about the UAE

Delivery expectations in the UAE are set by same-day services, so five-day shipping reads as slow whatever the price.

Card payment is the norm in the UAE, with cash on delivery still expected by a meaningful minority.

What is different about a supplements and health store

Discounting to grow trains people to wait for the discount. It works once.

Where a mobile app comes into it

Reorder reminders are the whole opportunity, and they are free through an app and paid through anything else.