Fashion, 4 countries
A shop, content and campaigns built together, so the label sells abroad without opening stores.
Situation and baseline
A growing online retailer has a broad range, seasonal campaigns and uneven product imagery. Paid media, catalogue content and retention are managed separately, obscuring creative lift behind discounting and channel mix.
The challenge
Improve discovery and profitable demand while protecting margin, product accuracy and merchandising approval.
Approach and timeline
Diagnose
Connect product, order and campaign data; define contribution margin, returns and eligible traffic before ranking outcomes.
Design
Normalize attributes, variants and availability; set standards for imagery, descriptions and accessibility.
Integrate
Create approved creative variants and bounded experiments with a control where feasible.
Learn and refine
Trigger useful post-purchase messages from order state and consent, suppressing returns, complaints and opt-outs.
Agents, automations and stack
A merchandising assistant flags missing attributes and drafts copy from product records for review. Campaign automation schedules approved assets and consented lifecycle messages; price, stock and claims remain under human control.
Deliverables
- Product and margin baseline
- Catalogue content standards, test plan and consent-aware journeys
Outcome indicators
- Qualified reach efficiency
Baseline: — Target: +85%
- Product-page conversion
Baseline: 1.2% Target: 2.9%
- Cost per acquisition
Baseline: 24% Target: 15%
- Repeat-purchase rate
Baseline: 8% Target: 21%
How we measure
Reach efficiency names channel and spend. Product conversion uses eligible sessions and completed orders, with discounts disclosed. Acquisition cost states costs and new-customer definition. Repeat purchase uses a cohort window and consistent treatment of returns.
Risks and guardrails
Protect margin and choice, disclose promotions, suppress opt-outs and service issues, check generated copy against source facts and use comparable cohorts before attributing lift.
What comes next
Extend strong journeys to adjacent product families, then review contribution margin and returns over a longer cohort before scaling spend.