Whether it's a first visit or a returning customer: your platform recognises how likely a purchase is, and reacts. A discount pop-up, a time-critical FOMO offer, or a dynamic newsletter form, dosed differently depending on the situation.
The size of the coupon or the type of incentive isn't fixed across the board, it's recalculated continuously from product, subscription and purchase data. That way, contribution margin stays protected while the conversion rate rises.