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Case Study · E-commerce
A UK-based direct-to-consumer e-commerce brand selling premium home and lifestyle products. The company had built a loyal customer base through organic channels but had reached a growth plateau and needed a structured paid acquisition and retention strategy to reach the next level.
Despite strong products and positive customer reviews, the brand's growth had stalled. Revenue was flat month-on-month and the team lacked the expertise to scale paid channels profitably.
Key challenges:
We designed a 12-month roadmap applying all five phases of the SDL Growth Method. We started by fixing tracking and attribution, then restructured Google Shopping and launched targeted paid social campaigns. Once acquisition was performing, we built a full email lifecycle programme to maximise customer lifetime value. Throughout, we measured everything and scaled what worked.
Rebuilt the product feed with optimised titles, descriptions and custom labels. Implemented a tiered campaign structure separating top performers from long-tail products, with automated bidding strategies aligned to target ROAS.
Launched campaigns across Meta (Facebook and Instagram) with structured audience testing -- prospecting, lookalike and retargeting segments. Developed a creative testing framework with monthly iterations on ad formats, messaging and visual styles.
Built a complete email lifecycle programme including welcome series, abandoned cart recovery, post-purchase follow-up, win-back sequences and a regular promotional calendar. Integrated with the e-commerce platform for real-time behavioural triggers.
| Metric | Before | After | Change |
|---|---|---|---|
| Monthly Revenue | £18,500 | £74,200 | 4x |
| Blended ROAS | 1.8 | 6.2 | +244% |
| Email Revenue Share | 3% | 28% | +25pp |
| Returning Customer Rate | 12% | 34% | +22pp |
Over 12 months, revenue grew 4x while maintaining a healthy blended ROAS of 6.2. The email programme alone now accounts for 28% of total revenue, providing a highly profitable owned channel that reduces dependency on paid acquisition.
“Sample Digital Lab gave us a real growth engine. We went from guessing to having a clear, measurable strategy across every channel. The results speak for themselves.”
— Founder, UK E-commerce Brand
The next phase focuses on international expansion through localised Google Shopping feeds for European markets, launching a loyalty programme integrated with the email platform and testing TikTok as an additional paid social channel for younger demographics.
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