Multi-Brand Retailer
£8.5M annual revenue
£320k
Annual P&L improvement
2.3x
Contribution margin lift
-47%
Wasted spend eliminated
£26k/mo
Avg. profit uplift
01
Problem
A multi-brand retailer running more than 15,000 SKUs had no unified view of which products deserved spend and which were simply being tolerated.
Budget went where it had always gone, and nobody in the business could explain why.
02
Evidence
Blended ROAS across the catalogue hid that roughly 80% of spend was going to a small group of low-margin bestsellers that looked strong and contributed little.
Campaigns were segmented by brand, so within each brand products competed for budget regardless of margin, stock or commercial priority.
High-margin lines with genuine profit potential were effectively invisible.
03
Decision
Score every product on its commercial contribution and let budget follow the score rather than historic habit.
The brand-level campaign structure was preserved and scoring was added as a layer inside it, rather than rebuilding the account.
04
What changed
Custom product scoring built from margin, stock level and sales velocity.
Catalogue segmented into five commercial tiers, each with its own bidding and budget rules.
Budget allocation automated against commercial priority.
Weekly accountability calls introduced with a documented decision log.
05
Result
An annual P&L improvement of £320k, a 2.3x lift in contribution margin, and a 47% reduction in wasted spend, averaging £26k of additional monthly profit.
Figures are client-reported and measured against the account's own pre-engagement baseline.
06
What we learned
Most large catalogues are not underperforming, they are unmanaged. Deciding what each product is for did more than any bid change.
The Numbers
Commercial impact across the portfolio
"The difference is they think commercially, not just technically. They understand that ROAS isn't the whole story."
Emma Thompson, Head of Performance, Multi-Brand Retailer
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