Should I offer different discounts for first-time vs repeat customers?

As a Shopify store owner in the fashion accessories space, I've been wrestling with customer loyalty and discount strategies. Every time I run a sale, I feel like I'm playing a guessing game – should my loyal customers get the same offers as first-time shoppers? I've noticed some interesting patterns. My repeat customers have higher average order values, but they also seem more price-sensitive. Meanwhile, first-time customers need extra motivation to complete their first purchase. I've tried blanket discount codes, but they feel impersonal and potentially devalue my brand. The challenge is creating a nuanced approach that rewards loyalty without giving away too much margin. I want a strategy that makes first-time customers feel welcomed and encourages repeat purchases, but doesn't turn my entire pricing model into a constant fire sale. My gut tells me there's a smarter way to segment discounts that feels authentic to my brand and actually drives long-term customer value. I'm looking for a solution that's strategic, data-driven, and doesn't require me to manually manage complex discount rules for every single customer segment.