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// The Daily Dose

The Daily Dose of DUMO

Consumer psychology, conversion, and the architecture of CPG growth.

The Second Purchase Is Where CPG Brands Actually Grow

Retention

February 27, 2026·10 min read

The Second Purchase Is Where CPG Brands Actually Grow

For most DTC CPG brands only 20–30% of first-time buyers ever come back — but a second purchase pushes the odds of a third to ~45%. Here's why the 30–60 day window after delivery decides whether a CPG brand compounds, and the four-part system that lifts second-purchase rate.

Subscription Strategy

February 20, 2026·9 min read

The Psychology of Subscription: Why Most CPG Brands Frame It Wrong

Subscription rates of 30–40% are not a feature of the product — they're a feature of how the decision is framed. Here's the behavioral science behind subscription defaults, anchoring, and friction, and the four framing fixes that move CPG subscription penetration out of the single digits.

Scaling Meta Ads Before Fixing Your Shopify Storefront Is a Leaky Bucket

Performance Strategy

February 13, 2026·8 min read

Scaling Meta Ads Before Fixing Your Shopify Storefront Is a Leaky Bucket

Paid traffic doesn't fix a broken storefront — it exposes one. The average Shopify store converts ~1.4% while the top 10% convert 4.7%+. Here's why scaling Meta on an unoptimized site quietly loses money on every click, and exactly what to fix before you raise the budget.

How AI Search Is Changing How People Find CPG Brands

Discoverability

March 20, 2026·9 min read

How AI Search Is Changing How People Find CPG Brands

People are asking ChatGPT, Perplexity, and Google's AI what to buy instead of browsing — and AI-driven traffic to US retailers rose 393% year over year. Most CPG brands aren't structured to be recommended. Here's what's changing in product discovery and the work that determines whether a brand shows up.

CAC to LTV Only Works When Retention Is Real

Unit Economics

March 13, 2026·10 min read

CAC to LTV Only Works When Retention Is Real

Most CPG brands scale on an LTV number that assumes retention they haven't earned. The 3:1 rule only holds under conditions most DTC brands don't meet. Here's what predictable lifetime value actually requires — the three retention realities, and why CAC payback matters more than a flattering ratio.

AOV Is Architecture, Not Luck: How to Engineer Higher Order Value in CPG

Conversion Optimization

March 6, 2026·9 min read

AOV Is Architecture, Not Luck: How to Engineer Higher Order Value in CPG

Average order value isn't something that happens to a brand — it's something the brand designs. Here are the five structural levers that lift AOV without discounting: multi-pack defaults, bundle builders, price anchoring, free-shipping thresholds, and cost-per-serving framing.

The Real Cost of Friction: Where DTC CPG Shoppers Actually Drop Off

Cart Strategy

February 6, 2026·9 min read

The Real Cost of Friction: Where DTC CPG Shoppers Actually Drop Off

Cart abandonment averages 70% — but it's a friction problem, not a pricing problem. Baymard data shows the real reasons shoppers leave, from surprise shipping costs to forced account creation. Here are the five friction points killing CPG conversion and how to fix them in priority order.