Alpaca Passion
35% DIGITAL CHANNEL GROWTH
Alpaca Passion wasn't short of demand. It was running three businesses at once: a retail store, a growing online channel and accommodation, each with its own customers, its own rhythm and its own version of what was working. Growth was the goal across all three, but there was no single view of where the next dollar would actually come from, which meant every marketing decision was a guess weighted by instinct.
We started where every engagement starts: a cross-channel review of what was in place, what was performing, what wasn't, and where the gaps were. Looking at the three channels as one commercial system changed the picture. The levers that mattered weren't the loudest ones: audience growth was only half the opportunity, because the customers already buying were leaving value on the table in basket size and repeat purchases. And sitting quietly in the sales data was consistent interest from the US and UK, demand the business had never been set up to serve.
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From the diagnosis came a strategic roadmap: every change worth making, sequenced by commercial return. The website was rebuilt around the customer: a series of design changes that cleared the path from arrival to purchase, so the experience sells as well as the products do.
We changed how marketing runs, not just what it says, with a new operating rhythm built around three jobs: growing the audience, retaining the customers already won, and lifting average order value and items per order.
And we opened the online channel to the US and UK, taking the business from local demand to the international interest its own data had already proven. -
- Cross-channel commercial diagnosis
- Strategic roadmap
- Website design & customer experience improvements
- Marketing operating rhythm
- Audience growth & retention programme
- AOV and basket-size levers
- International market entry (US & UK)
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