Hey {{first_name}},
Packard was an American luxury car company in Detroit.
The keyword being ‘was’.
For years, it was known for building expensive, prestigious cars.
Then it introduced cheaper models to sell more cars.
And to be fair, that worked.
The cheaper cars sold well.
But when you are a premium brand, you are not just selling more units.
You are selling status, exclusivity, and a reason to pay more.
That is where Packard got itself into trouble.
The cheaper cars brought volume, but they also made the badge feel less special.
Over time, the thing that made Packard valuable started to weaken.
That is a useful thing to remember in eCommerce.
More purchases do not always mean healthier growth.
Not if they come from heavier discounting, lower-value orders, or customers who were never a great fit to begin with.
A metric can improve even as the business beneath it gets weaker.
Chat soon,
Peter
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