You're Not Managing Returns, You're Managing an Average.

In this episode, we explain why chronic returners are one of the most expensive and least visible problems in a DTC customer file — and why blanket promo campaigns actively make it worse by treating high-return customers exactly the same as the clean buyers who are funding the business. We walk through how to build a return-behavior segmentation, which groups to suppress from discount activity entirely, and how to add contribution margin to your promo reporting so you can see what\u2019s actually happening underneath the ROAS.