What if your best-looking month was actually your worst? In one month, Catherine’s skincare brand Indagare brought in 597 new customers – and it turned out to be one of the worst months the business had. In this episode, Catherine opens her own books to show why, using a rare near-controlled experiment: the same brand, same products and same year, run two completely different ways.

She unpacks the line at the heart of premium growth – premium isn’t a price point, it’s a posture – and the most expensive misunderstanding in eCommerce: that “going premium” simply means switching off the discounts. Then she walks the actual figures, from average order value to month-one retention, and names the metric the marketing industry profits from you ignoring.

In this episode

• Why 597 new customers in a month can be bad news
• “Premium isn’t a price point, it’s a posture” – what posture actually means
• The misconception that stopping discounts is enough, and why it isn’t
• The four numbers that expose a volume strategy
• Why Indagare’s lower-priced products are still on sale – and first-timers have stopped buying them
• The metric that lies (topline revenue) versus the one that tells the truth (margin and retention)
  
  

Ready to find out whether your best months are hiding your worst economics? Book a Brand Growth Strategy Session at productpreneurmarketing.com.