Where the money leaks
1
One-and-done buyers
Most stores spend all their ad budget acquiring customers who buy once and are never contacted again. That first-order-only cohort is pure leak.
2
No win-back trigger
A customer who bought 90 days ago and hasn't returned is lapsing right now, and nothing in the store notices or reaches out.
3
Recovery is cheap revenue
Winning back an existing customer costs a fraction of acquiring a new one. Even a 10 to 15% reactivation rate compounds fast.