Define Your Desired Metrics
What you want your user to do.
Desired Metric (from the Funnel)
Buy more full-priced items
Buy seasonally items
Curated newsletter with holiday tips
Match Behaviour to Desired Metrics
Remember, your job is not to guess which needs users might have. Your job is to go out and find out what user needs really exist in the world.
Encourage the behaviour
How you will encourage this behaviour