We restructured search, shopping and social around margin and season, so a heritage retailer acquired new customers efficiently through its busiest trading period.
Fortnum & Mason trades hardest in a short, crowded window when every retailer is bidding. Cost per new customer had climbed to £62 as spend chased last-click revenue rather than the customers worth having. The brief was to bring acquisition cost down and scale confidently through the peak season without buying unprofitable volume.
We shifted the account from chasing revenue to buying margin. Bidding was rebuilt around contribution rather than last-click sales, so the platforms optimised toward customers who were actually profitable. Creative and audiences were tuned for peak demand, and measurement was cleaned up so every decision ran on a signal the team could trust. Efficient buying then let us scale into the season rather than pull back.
New customer acquisition cost, GBP
New customer acquisition cost across search, shopping and social through the peak trading season.
Book a growth call, or reach the team on +44 7747 151663.