Case Study: Premium Online Retailer

A premium online retailer experienced strong growth during the Covid period but began to struggle afterwards. Sales and profits declined, marketing effectiveness dropped, and ROI weakened. With a small in-house team lacking the skills and structure to sustain growth, the business needed support to regain momentum and confidence.

Digitally Driven Consultancy provided a mix of strategic guidance and hands-on support, acting as an Fractional Marketing Director. The focus was on delivering quick wins while building a long-term, sustainable growth strategy.

Key Challenges

  • Declining sales, profit, and marketing performance post-Covid
  • No clear long-term marketing strategy or structured planning
  • Small, under-resourced team with skills gaps
  • Heavy reliance on an external website agency without clear direction
  • Limited visibility of performance metrics and what “good” looked like

Approach & Support

1. Strategic Planning

  • Established a clear long-term growth strategy with defined KPIs (customers, conversion rates, etc.)
  • Introduced structured planning, including a 12-month marketing roadmap and rolling 3-month campaign plans
  • Implemented regular trading meetings and consistent KPI reporting

2. Website & Agency Management

  • Audited the website to identify strengths and areas for improvement
  • Improved collaboration with the agency to ensure better performance and value
  • Provided guidance on UX, SEO, and marketing technology improvements

3. Marketing Performance Optimisation

  • Analysed campaign performance and identified opportunities to improve ROI
  • Introduced new channels and tactics, including retargeting and affiliate marketing
  • Enhanced email strategy and database usage
  • Helped the team focus investment on high-performing activities

4. Addressing Skills Gaps

  • Identified current and future capability gaps aligned to growth plans
  • Supported hiring decisions, including job descriptions, CV reviews, and interviews
  • Helped demonstrate the long-term value of building internal expertise

5. Coaching & Team Development

  • Delivered ongoing coaching through weekly 1:1 sessions
  • Built team confidence and capability through training and best practices
  • Created “how-to” guides and process documentation
  • Provided continuous support and a trusted point of contact

Outcome

  • Clear strategic direction and priorities
  • Identified and executed quick wins
  • Improved marketing performance and decision-making
  • Stronger team capability, confidence, and structure
  • Foundation in place for sustainable, long-term growth