🔴 Critical: Meta CPA Optimization
Meta CPA at $15.14 is 45% higher than Snapchat ($10.55) and 63% higher than Google ($9.29). Despite driving 46% of orders, this premium is too high. Action: Audit underperforming ad sets, test creative refresh, and shift 15-20% budget to better-performing audiences.
🟢 High Impact: Scale Google Ads
Google delivers the lowest CPA ($9.29) with only 19% of total budget. This channel is under-invested. Action: Increase Google budget by 30-40%, expand Shopping campaigns, and add Performance Max for fragrance categories.
🟡 Medium: Bundle Strategy for AOV
AOV is flat at $65.78 despite massive growth. With 3.1 units/order and Cabinet Fresheners being high-volume, low-price items, there's bundle opportunity. Action: Create "Complete Home Scent" bundles combining diffusers + fresheners + room sprays at 10-15% discount.
🔵 Retention: Email/SMS Automation
10.11% returning customer rate is below Q1 baseline (11%). With 3,385 new customers acquired, retention becomes critical. Action: Implement post-purchase flows (thank you + review request + cross-sell), replenishment reminders for deodorants (60-day cycle), and VIP tier for repeat buyers.
📋 Q2 Priority Actions
1. Reallocate 15% Meta budget → Google Ads (test over 2 weeks)
2. Launch 3 product bundles: "Ramadan Home Set", "Summer Fresh Bundle", "Gift Collection"
3. Implement Klaviyo/Omnisend email flows with Arabic-first content
4. Target Al Jahra with localized Snapchat campaign (lowest penetration region)
5. A/B test higher-AOV upsells at checkout (perfume sampler add-on)
6. Review and pause Meta ad sets with CPA > $18
🎯 Ramadan/Summer Outlook
Q1 momentum positions Al-Shaya well for seasonal peaks. Recommend pre-building Ramadan gift bundles (oud + incense sets), summer-themed Cabinet Fresheners promotions, and Eid-specific creative for all platforms. Budget should increase 20-30% during Ramadan with heavy gifting messaging.