Building a D2C revenue engine for a specialist retailer

We turned a national specialist retailer’s website into a serious revenue channel — without cannibalising its 60-plus franchise stores — by rebuilding the paid media engine, the CRM programme and the measurement stack underneath it.

The brief

Grow direct-to-consumer revenue online while protecting a large franchise network, and build a measurement and media stack the whole network could trust. Twelve months on, paid and direct response did the heavy lifting, more than offsetting a softer organic search environment — and the curve is still climbing.

What we did

Performance Max engine

Rebuilt Google Ads around clean asset groups by category, with tight Merchant Centre feed hygiene, refreshed creative and a bid strategy tuned to revenue rather than clicks. Conversion value grew four-fold while spend held flat.

Always-on paid social and CRM

Paid social ran across pre-launch and seasonal windows with vertical-first creative and loyalty-card lookalikes. Email lifted from a back-of-house newsletter into a measured revenue channel worth $248k, up 30 per cent year on year.

Measurement spine and MMM

Analytics and pixels were re-instrumented with server-side tagging for resilience, and a media-mix model ingesting two years of network revenue, cost of goods and media gave an independent read on what actually drives sales — beyond platform self-reporting.

Why it worked

One connected media, data and measurement stack, tuned to revenue and trusted by the whole network. A smaller, sharper spend that compounds — the BiND model applied to retail.