Interim and Fractional Ecommerce Leadership for DTC and B2B ECommerce Brands

Budget realignment driving additional £1.3m in sales and 15% extra new customers

Pink Boutique is a UK‑based online fashion retailer specialising in trendy, affordable women’s clothing, footwear, and accessories aimed at fashion‑forward customers, particularly those seeking show‑stopping dresses, glam outfits, and everyday stylish pieces.
 
The brand curates new styles frequently and focuses on delivering trend‑led fashion straight to the customer’s door with fast order turnaround and frequent product drops.
The business faced poor returns on investment from paid social campaigns. While paid social was expected to drive new customer acquisition and contribute to revenue, analytics revealed that these campaigns only added 11% to overall sales, making the spend largely ineffective.

 

The brand needed a more cost-effective strategy to grow its customer base and maximize marketing ROI – preferably with a more ROAS focused recruitment method. I reviewed the current channels and re – aligned budget into channeles where impact was more easily achieveable. 
After reviewing budgets and performance targets, I recommended reallocating funds from underperforming paid social campaigns to a Referral a Friend (RAF) program.

 

Leveraging my prior experience with RAF initiatives, I implemented a tailored solution via Mention Me, designed to encourage referrals from existing customers.

 

This approach focused on unlocking new customer acquisition while engaging Pink Boutique’s loyal audience, creating a more sustainable and effective growth channel.
Revenue and New Customer Increase

 

 
1 – Increase of £1.3m in revenue YOY From RAF program The RAF program delivered substantial results, with a revenue increase of £1.3 million attributed solely to customer referrals. By shifting budget to this program, Pink Boutique not only achieved a higher ROI than paid social but also strengthened customer loyalty and brand advocacy, tapping into existing customers to drive new acquisitions and long-term growth.

 

2 – 15% increase in new customers from RAF – In addition, the RAF program was embedded into the new customeracquisition channel and drove an extra 15% of engaged new customers at a CPA of £11 – ultimatley driving more ROAS focused marketing activity vs branded social.