Global revenue growth
Iteration velocity
Storefronts unified
Post-iOS14 measurement
Overview
THE CHALLENGE
The brand was growing year-on-year when the engagement started, but the operating system underneath couldn't absorb the pace. The storefront sat on a headless setup that throttled iteration speed. Every meaningful conversion lever required engineering work, and the architecture wasn't built to support that work at the cadence the marketing team needed.
International demand made the problem worse. Customers across the US, Europe and the rest of the world were being routed through an experience that wasn't properly localised at the storefront, fulfilment or signal-capture layer. Each region had its own performance ceiling, and the brand was hitting all three.
Then the tracking landscape shifted underneath everyone. Post-iOS14 attribution collapsed the visibility paid teams had been operating on, and the existing measurement setup wasn't built to recover signal at the depth needed to keep increasing spend with confidence.
THE APPROACH
How the engagement was structured.
We re-platformed the storefront off the headless stack onto a scalable commerce platform built for retail iteration. The brief was to give marketing and merchandising the ability to ship changes the same day they were briefed, without an engineering queue sitting in front of every test. The rebuild was scoped around conversion mechanics, multi-region routing and the operational tooling the in-house team needed for peak trade.
Multi-region storefronts were architected as a single connected system rather than three parallel sites. Customers in each market landed on an experience priced, presented and shipped in their currency, with the back-end logic feeding one consolidated measurement view rather than fragmenting data across regions.
The measurement layer was rebuilt for the post-iOS14 environment. Server-side signal capture, deduplicated conversion modelling and a consolidated reporting surface restored the confidence needed to grow paid media investment. Channel-level decisions could be made against incrementality rather than platform-reported numbers alone.
Acquisition then ran on top of the new foundations. Paid social and paid search were rebuilt around creative velocity, regional segmentation and efficiency thresholds the new measurement layer could actually defend. Engineering, paid and creative ran as one team across every release cycle.
POPPY LISSIMAN · IN THE ROOM
Inside the engagement.
The working moments behind the numbers.
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THE OUTCOME
The replatform delivered a step-change in iteration speed. Tests that previously sat in an engineering backlog could be deployed inside a trading week, and conversion mechanics improved meaningfully across every region as a result.
International revenue kept building once the multi-region setup was running cleanly, with each market growing on its own merits rather than cannibalising the others. Paid spend grew with confidence on the back of the rebuilt measurement layer, and peak trading periods that would have buckled the prior setup ran without intervention.
At its peak, the partnership spanned engineering, acquisition, measurement and creative as one operating model. Growth held through platform shifts, attribution shifts and multiple peak cycles, with the brand's digital footprint compounding well beyond the original brief.
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