A quote request form that finally matched how engineers buy
Rebuilt the product architecture around specifications and part numbers, then routed every quote request to the right engineer.
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E-commerce & D2C · Case study
Trading revenue growth for margin the brand could keep
Rebuilt measurement around contribution margin per order, then reallocated spend away from the campaigns that only looked profitable.
The problem
Where it started
Platform dashboards reported a healthy return on ad spend while the bank balance said otherwise. Fulfilment, discounting and returns were never included in the campaign numbers.
What we did
- Built a single reconciled view of store, ad platform and email data.
- Added fulfilment, payment and return costs to campaign reporting to expose true contribution.
- Cut the campaigns that were unprofitable once real costs were included, and reinvested in retention flows.
- Automated the weekly report so the team sees margin, not just revenue.
What changed
Spend decisions are now made on contribution margin, and the retention programme carries a growing share of revenue.
Figures pending sign-off. The results table below carries placeholders until the client has approved the exact numbers for publication. We publish measured results or nothing.
Results
Measured against what we agreed at the start
PLACEHOLDERContribution margin per order
PLACEHOLDERRepeat purchase rate
PLACEHOLDERWeekly reporting time saved
PLACEHOLDEREngagement year
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