Case Furniture: building and executing a data-led ecommerce growth programme
Case Furniture has been designing and making furniture in the UK since 2006, sold through its own stores, trade partners and online.
With a growing D2C channel and ambitious revenue targets, Case needed an ecommerce partner who could bring clarity to the data, build a structured roadmap, and drive performance across every channel.
The challenge
Case Furniture had historically been weighted toward trade and offline sales, but D2C was growing and the business wanted to capitalise on it. Capturing it properly meant tackling several things at once - paid media, SEO, CRM, development and data - with a lean internal team.
The challenge underneath all of it was the data. Tracking was duplicated across platforms, paid media attribution was inconsistent, and the numbers from different tools rarely reconciled, making it difficult to understand what was actually driving performance online.
Once the data could be trusted, the business needed a clear plan to achieve its D2C growth ambitions - and the right team to deliver it.
Why Case chose Unified, and how we approached it
We began by reviewing the tracking setup, resolving attribution conflicts across paid channels, and establishing a clean analytics foundation in GA4. From there we built dashboards tracking key commercial KPIs across the website and core acquisition channels, and used those metrics to model which levers would have the greatest commercial impact.
With reliable data in place, we ran a discovery and roadmapping process to understand the business, the customers, the constraints and the commercial goals. That produced a structured roadmap - prioritised by impact, effort and urgency - that continues to guide where to focus next.
The ongoing programme spans:
Paid media. Scaling acquisition through profit modelling, a creative testing framework and the introduction of additional channels.
Technical SEO. Improving the technical health of the site to increase organic visibility alongside paid channels.
Email and Klaviyo. Supporting the launch of Case's loyalty scheme and ongoing refinement of flows and campaigns.
Development. Continuous enhancement of core journeys and pages, informed by customer data and behavioural analysis tools.
What we delivered
Full analytics audit and tracking reset, with revenue reconciled across GA4 and paid platforms
Commercial dashboards connected to Shopify and core paid media channels, giving the team a single view of performance across the business.
Ecommerce roadmap built around commercial goals and prioritised by impact
Paid media across PPC and paid social, managed against shared targets
Klaviyo support, including loyalty programme launch
PDP redesign informed by heatmap and session data
Ongoing Technical SEO
