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Debenhams • Fashion & Beauty E-commerce • 12 months

Debenhams UK: accelerating e-commerce growth in the British market

We supported the historic British retailer in optimizing their e-commerce acquisition campaigns in their national market, achieving strong growth.

+47%
Revenue Growth
5.2x
ROAS
42K
New Customers
31%
CPA Reduction
!

The Challenge

Debenhams, the historic British retailer founded in 1778, now operates exclusively online since its acquisition by Boohoo in 2021. The company wanted to accelerate growth in the UK market.

Initial context:

  • •Successful transition to 100% e-commerce
  • •Historic brand with strong awareness in the UK
  • •Large catalog: fashion, beauty, home
  • •Intense competition from pure players (ASOS, Boohoo, etc.)
  • •Need to optimize acquisition costs

    • Objectives:

  • •Increase UK e-commerce revenue by 35%
  • •Improve campaign ROAS
  • •Reduce customer acquisition cost
  • •Maximize lifetime value
    • *

    Our Solution

    E-commerce acquisition strategy optimized for UK:

    Google Ads:

  • •Complete Shopping account restructuring
  • •Segmentation by category and margin
  • •Performance Max with premium assets
  • •Search on brand and generic queries

    • Meta Ads:

  • •Advantage+ Shopping campaigns
  • •Prospecting based on first-party data
  • •Multi-product dynamic retargeting
  • •Continuous creative testing

    • Data optimization:

  • •Multi-touch attribution
  • •Product feed optimization
  • •Segmentation by customer lifetime value
  • •Incrementality testing
    • +

    The Results

    Significant growth in the British market:

    E-commerce performance:

  • •UK revenue: +47% (vs +35% target)
  • •Average ROAS: 5.2x
  • •New customers: +42,000 during period

    • Advertising efficiency:

  • •CPA reduced by 31%
  • •Conversion rate: 3.4%
  • •Average CTR: 2.8%

    • Top performing categories:

  • •Beauty: +62%
  • •Women's fashion: +41%
  • •Home: +38%
    • +47%
    Revenue Growth
    5.2x
    ROAS
    42K
    New Customers
    31%
    CPA Reduction

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    Debenhams | Case Study - ÜMAIN