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Helping an iconic brand to decide how to structure, deliver and then optimise digital performance

18 Nov 2021


Our client is an iconic international fashion retailer, who wanted to understand how they could energise and ‘speed up’ their digital delivery and maximise its commercial opportunity.


Zebra worked with our client’s leadership team to build a detailed analysis and then deliver focus to a very broadly expressed problem:

  • Advised the PLC board on an inhouse vs external strategy
  • Created the Digital Product structure and operating model to deliver that strategy
  • Worked with the commercial teams to establish demand generation and optimisation approaches
  • Worked with HR to recruit, train and onboard to the digital and commercial capability gaps.


  • Enabled the brand to gain internal control over digital experiences and performance marketing
  • Established new approaches, tools and analysis to drive margin-based channel marketing
  • Reduced cost, increased responsiveness
  • Facilitated the in-housing of key digital leadership roles
  • Connected online retail environment to the full operating cost, driving an operating profit focus to eCommerce


Revenue benefit: +£4.4m Margin improvement: +3.2ppt Product returns rate: -34%

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