If every post announces a sale, customers learn what to wait for. Your product story becomes a price story.
Offers have a role. They should sit inside a broader plan that explains why the product is worth choosing, how to use it and why someone might return.
Build content across the relationship. Help a new customer understand the difference. Help a recent buyer get a good first experience. Help an existing customer discover a relevant next purchase, without pretending everyone needs everything.
Coordinate offers with stock, fulfilment and margins. A social campaign can look successful while creating orders you struggle to serve. Ask the commercial team what an acceptable order looks like after discounts, delivery and returns.
Treat post-purchase questions as content opportunities. Better care instructions or a useful demonstration can be more valuable than another coupon. The strongest reason to buy again is often a first purchase that worked well.
