Footwear ecommerce case study · 18-month transformation
Nearly doubling ROAS by optimising for revenue the business keeps
Eight disconnected vendor workflows became one revenue-quality loop, so campaigns were judged on payment and delivery outcomes rather than platform purchase events.
Footwear ecommerceResults
- 4.5
- Paid-media ROAS
- 96%
- ROAS improvement
- 61%
- Prepaid order share
The challenge
A placed order is not the same as a successful sale. Cancellations and return-to-origin losses meant reported revenue overstated what the business actually retained.
The strategy
Give acquisition, payment, fulfilment, lifecycle, and reporting one commercial definition of success, and change the event the account was trying to maximise.
How it was executed
- 01
Consolidated eight disconnected vendor and freelancer workflows into one closed learning loop.
- 02
Evaluated campaigns against payment and delivery outcomes, not platform purchase events.
- 03
Treated prepaid propensity as a customer-quality signal rather than a checkout report.
- 04
Placed size guidance, exchange clarity, and delivery information where each objection emerged.
- 05
Kept cash-on-delivery available but routed weak orders into confirmation and risk journeys.
- 06
Used loyalty value to reinforce prepaid behaviour and repeat purchasing.
- 07
Shifted budget toward combinations that produced retained revenue after cancellations.
Related services
Services that supported the outcome.
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