Turning Flat Traffic
into +25% Second
Order Growth
TOFS had no structured CRM programme — flat email broadcasts, no segmentation, no personalisation. A KPI-driven CRM framework delivered +25% YOY growth in second-order sales within the first year.
About The Original Factory Shop
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.
There was no structured CRM programme to engage customers or nurture long-term loyalty — the main approach was a flat email broadcast to the full customer base, pushing in-store sales at the expense of online exclusives and personalised communication.
Flat Traffic, No CRM, No Retention Strategy
With flat traffic and limited online growth, the key 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.
The CRM programme was poor: limited use of data, no real personalisation, and no segmentation beyond the full customer list. Significant revenue opportunity was sitting untapped in the existing customer base.
A KPI-Driven CRM & Engagement Framework
I implemented a structured CRM and digital engagement framework designed to target the most impactful levers for growth — focusing specifically on second-order conversion as the primary commercial KPI.
Defined key metrics tied directly to business outcomes: second-order purchases, repeat purchase rate, customer lifetime value and conversion — replacing the previous volume-focused approach.
Launched a structured CRM programme introducing segmentation, personalised communications and tailored product recommendations — replacing the flat broadcast approach entirely.
Optimised the customer journey across web, email and loyalty channels — improving the overall digital experience and reducing friction between first and second purchase.
Integrated ongoing data-driven insights to refine messaging, offers and engagement tactics — creating a continuous improvement cycle rather than a one-off campaign approach.
+25% Second Orders in Year One
Delivered within the first year of the CRM programme — driven by segmentation, personalised first-buyer sequences and tailored product recommendations based on purchase behaviour.
Increased customer engagement across email open rates and interaction with loyalty rewards — reflecting a shift from ignored broadcast messages to relevant, personalised communication.
Repeat purchase improvements and improved customer lifetime value — built on a scalable foundation enabling TOFS to continue expanding revenue from existing customers while attracting new ones.
Ready to Start Growing?
The first conversation is always free. No pitch — just a clear picture of where your business is and what I'd focus on first.