CEO/CFO Business Questions - Omnichannel Analysis
Channel Cannibalization & Mix
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Is retail expansion cannibalizing our DTC and Amazon revenue, or is it bringing in net new customers?
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What is the contribution margin by channel (Shopify, Amazon, Retail, Wholesale) after all costs?
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How do customers move between channels over their lifetime, and which channel entry point produces the highest LTV?
Revenue & Profitability
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Why is Q4 seasonal decline getting worse each year, and what’s driving the acceleration?
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Which marketing channels have declining efficiency, and where should we shift spend?
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What is the true payback period for each retail partner including trade spend, chargebacks, and slotting fees?
Customer Acquisition
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What percentage of Amazon customers also purchase from Shopify - are we paying to acquire the same customer twice?
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Why did Shopify conversion rate drop 35% in October, and how much is traffic quality vs. site vs. seasonality?
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What is the incremental revenue from health partnerships beyond last-click attribution?
Wholesale
- Who are our top wholesale partners by LTV, and which ones are at risk of churning?