I think it makes sense to create a front page aimed at total beginners only if total beginners constitute the bulk of your buyers. If only 5% of your customer base is new yoyoers who are going to buy the first thing they see on the store site under $10, then it doesn’t make much sense to focus the store’s presentation to that demographic.
But, of course, I have no idea how YYE visitor demographics break out, so it’s hard for me (or even you) to really say what Andre should do here.
If I was trying to retain a repeat customer I would. A bussness has to be sustainable. No honest bussness model is get as much as you can right off the bat then nothing. That’s the point. Get them in the door then get them coming back. The first step through the door should be pleasent and welcoming. Not GIVE US A LOT OF MONEY.