What if your advertising costs per customer doubled next week and never went back down?
Through no fault of your own, ads just became more costly to acquire a new customer.
Some Shopify stores run so tight of advertising margins that they'd have to cut off their ads. Others might be able to survive but their profits will be squeezed to such a level that they'd close up with any other disruption.
While advertising can be a great way to acquire customers, if you don't have an alternative you could be left high and dry.
I've written about experimenting with new marketing channels to find backups, but there's another option.
Turn to your repeat customers.
Instead of spending the majority of your resources on new customers, spend it on repeat customers. You already know who they are (if not, you can use my app to find them), you already have permission to contact some of them, and you know they already like your products.
You'll always needs a source of new customers but if you have your repeat customer coming back frequently, they'll act as a safety net for acquisition channel problems.
They could mean the difference between lean times and having to close up entirely. Nurture them now while you can.