How does avoiding discounts for 'dedicated buyers' help my overall Return on Ad Spend (ROAS)?

I've been running my fashion e-commerce store for three years now, and I've always struggled with discount strategies. Every time I blast out a generic discount code, I noticed something weird: my most loyal customers—who were going to buy anyway—would use the code, effectively reducing my margins. Meanwhile, hesitant shoppers who needed a real nudge to convert were often overlooked. It felt like I was leaving money on the table and training my best customers to always wait for a discount. My ad spend was climbing, but my profitability was stagnating. I knew there had to be a smarter way to use discounts that didn't just give away margin to customers who were already committed to purchasing. I started researching methods to create more intelligent, targeted discount strategies that would preserve my margins while still providing a compelling reason for less committed browsers to complete their purchase. The goal wasn't just to reduce discounting—it was to make every discount strategically count.