Customer Spotlight:
How Charles Tyrwhitt buttoned up their CPA and drove profitable growth
- Jump to:
- The Customer
- The Complication
- The Success
The Customer
Founded in 1986, Charles Tyrwhitt has been committed to making great products that last, at unbeatable value for money, with exemplary customer service, a pinch of British charm and a commitment to do things responsibly. It has become a global brand, delighting customers with stores across the UK, USA, and Europe., And with over 80% of sales generated by their online store – no stone has been left unturned in their pursuit of ensuring a fun, easy shopping experience for their customers.
Customer challenge
Charles Tyrwhitt asked Upp to help analyse and manage product performance to drive top line growth and profitability. Specific Targets:
- Reduce the cost per new customer acquired for the UK and US
- Increase the average daily spend amounts on Google shopping, at the reduced cost per new customer target
- Increase the product visibility of underserved product lines
“With so many product lines, it was impossible for us to manage and at the same time get the valuable insights we need to unlock potential and find hidden opportunities to improve. Upp. changed all that and now we can spend more time using the insights to influence and support business decisions and activities.”
The complication
Only 8% of Charles Tyrwhitt product lines were receiving enough marketing investment to drive customers to purchase. Upp’s OS shifted this figure to 89%.
“Upp. has gone from strength to strength and has given us a 14x return on investment. It keeps learning about our product and business performance over time so continues to optimise our performance whilst giving us control of what targets and thresholds to set for success. The dashboard and weekly emails also made it easy for us to keep on top of performance.”
Customer Success
In a very short space of time, Upp’s OS achieved:
- 60% increase in sales volume in the US
- 40% increase in sales volume in the UK
- £1.5M incremental revenue added to the business per month
- CPA reduced from £125 to £32
Upp. continues to optimise performance for Charles Tyrwhitt. Not just by meeting the targets that were set, but by spotting and acting on trends in real time, whilst giving Charles Tyrwhitt extra insights to enable them to drive commercial outcomes.
We’ve also enabled Charles Tyrwhitt to keep up to date with their performance via a live dashboard to monitor performance and change targets in real-time. They have a “trending products” league table of their highest and lowest performing products and summarised weekly performance emails straight to key stakeholders inboxes.
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