Brands are becoming increasingly conscious of improving customer lifetime value (CLTV) in order to maximise profitability and justify rising customer acquisition costs. It is generally accepted that customers with a long-lasting relationship with a brand are more profitable than those who only purchase once, but is this metric alone a true measure of profitability?

Sale reliance is an issue that has been impacting the retail space for a long time. However, this issue has appeared to grow exponentially over the last few years following the boom of ecommerce. Shoppers are as price conscious and tech savvy as ever, with a common trend of sales spiking only when prices are lowered.