Optimising Marketing ROI for a speciality retailer
Delivered an MROI improvement opportunity assessment to more effectively deploy marketing spend and release substantial savings
Working in close collaboration with the client’s European marketing teams, we assessed current activities against best practice and designed a comprehensive marketing effectiveness framework to optimise ROI, securing universal adoption of the new ways of working.
Context
This European speciality retailer had experienced sustained growth over several years through organic expansion and acquisitions. Following investment by a new shareholder, the organisation sought to enhance efficiency and optimise performance across operations.
As part of this strategic focus, the Chief Customer Officer engaged Eden McCallum to assess marketing return on investment and develop an optimised framework to strengthen marketing effectiveness and efficiency. Together, we designed a collaborative approach working with marketing teams across 12 countries to embed best practices sustainably.
Approach
We began with a rapid assessment of marketing investment, evaluating activities and supplier relationships against industry best practice. Our lead consultant worked closely with the client’s dedicated team, ensuring knowledge transfer.
Drawing on retail sector expertise and in-house capabilities, we developed a standardised marketing effectiveness framework and toolkit. Through active engagement with marketing leadership across all countries, we secured early wins and built momentum towards sustainable adoption. This culminated in tools and an implementation roadmap with complete buy-in from each country team.
Impact
The project delivered universal commitment to adopting the new frameworks and standardised approach to marketing effectiveness and measurement. The collaborative delivery model ensured all capabilities were retained in-house, building sustainable expertise across the organisation.
At country level, the new toolkit provided teams with practical frameworks for planning and accountability. At group level, the marketing ROI framework delivered enhanced visibility for investment decisions and established clear methodology for evaluating future marketing initiatives and returns.