Attracting bargain hunters vs loyalists
You cannot serve both with the same promise
Bargain hunters train the wrong habit
They respond to codes and free delivery thresholds — fine if payback exists. Toxic if they cherry-pick loss leaders and never repeat without a voucher.
Loyalists buy time back
They want the right substitution policy, reliable same-day windows, and fewer surprises. Fulfilment quality is the loyalty programme.
Segment before you advertise
Use RFM and attach patterns to aim promos. Keep hero SLAs for segments that repay pick cost — not for one-time deal chasers.