Turning Flat Traffic into +25% Repeat Sales Growth at TOFS
The Original Factory Shop (TOFS) is a well-established UK retailer, offering a wide range of home, lifestyle, and value products across stores and online. While the brand had a strong physical presence, its ecommerce operation was underperforming.
The team was small and focused on maintaining day-to-day operations rather than driving growth, and there was no structured CRM program to engage customers or nurture long-term loyalty.
With flat traffic and limited online growth, the key business challenge was to turn around ecommerce performance by increasing retention, repeat purchases, and overall revenue from existing customers, while building a foundation for scalable growth. I
I implemented a holistic, KPI-driven CRM and digital engagement framework designed to target the most impactful levers for growth:
1 – Defined key metrics tied to business outcomes: second-order purchases, repeat purchase rate, lifetime value, and conversion
2 – Launched a structured CRM program, introducing segmentation, personalized communications, and tailored product recommendations
3- Optimized the customer journey across web, email, and loyalty channels, improving the overall digital experience
4 – Integrated ongoing data-driven insights to refine messaging, offers, and engagement tactics
25% increase in YOY 2nd Orders
1 – +25% YOY growth in second-order sales within the first year
2 – Increased customer engagement, including email open rates and interaction with loyalty rewards
3 – Repeat purchases and improved customer lifetime value
4 – Built a scalable foundation for ongoing ecommerce growth, enabling TOFS to continue expanding revenue from existing customers while attracting new ones
By focusing on commercial KPIs, retention, and data-driven customer engagement,
