A case study only works if it is read before the call, and nobody reads four pages before a call. One page carries the client, the problem and the number that moved.
Direct to consumer relaunch · Nine months to 31 May · Prepared for prospect briefings
The Problem They Came With
Harlow Foods sold through three supermarkets and one wholesaler. When the wholesaler cut its ambient range in January, 41% of their volume went with it inside a single quarter.
They had 60,000 people on a mailing list and no way to sell to any of them.
The Number That Changed
£2.9M
Direct revenue in nine months
Against £340,000 in the nine months before. Direct is 38% of group sales.
Before and After, on Five Measures
BeforeAfter nine months
Direct share of group sales38%+32
Repeat purchase rate34%+23
Direct revenue from email29%+25
Gross margin on direct orders41%+17
List members who have bought19%+16
What We Actually Did
01
Moved the list
Sixty thousand addresses off a spreadsheet and onto a platform, with consent recorded against each one.
02
Built one shop, not three
A single catalogue behind direct, marketplace and trade, so three stock counts stopped disagreeing.
03
Priced direct properly
Wholesale prices had been copied straight across. Direct orders now carry a 41% gross margin.
04
Wrote twelve emails
One a fortnight, each tied to a line that was in stock. Email now brings 29% of direct revenue.
Nine Months, in Four Moves
September
Discovery
Two weeks with the sales desk and the warehouse.
October to December
Build
Shop live on 3 December, ahead of the Christmas window.
January to March
Email programme
Twelve sends. The list grew from 60,000 to 84,000.
April to May
Margin work
Repricing, and a subscription tier on six core lines.
In Their Words
We used to find out what was selling when the wholesaler told us. Now we know by nine on Monday morning.
P
Priya Nandra
Managing Director, Harlow Foods
Case Study — Harlow Foods. A finished page, made the way yours will be. Anything up to 50 pages counts as one document.
What it pulls out of a case studie
Read out of the file you upload. Nothing is assumed and nothing is filled in.
The client and the problem, in their own words
What you actually did
The number that changed, before and after
The quote, where the write up has one
More finished pages from sales & marketing
Every one made the same way, with nothing touched up for the website.
Questions about case studies
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