Forsa blog
A third come back at full price.
The number that convinced merchants Forsa was not just discounting was retention, not volume.
The fear every operator names in the first meeting is cannibalisation: that the app converts full-price regulars into discount hunters and leaves the business worse off.
It is a reasonable fear and the data does not support it. Most Forsa orders at a given merchant are a first visit to that merchant, and a meaningful share of those customers return directly, paying counter prices.
A discount that acquires a customer is marketing. A discount that only rewards existing ones is a cost.
That distinction is why we report new-versus-returning prominently in the console. It is the number that tells an operator which of the two they are buying.
retention
full-price return
cannibalisation
new versus returning
merchant data
