Sussan Performance Marketing

Turning $180,000 spend into $7 million ecommerce revenue


Sussan wanted to grow their ecommerce store and turn it into the biggest store in their network of 200 stores.

whiteGrey was asked to take over Sussan’s performance marketing, with a minimal budget increase but large sales ambitions.


How can Sussan significantly grow ecommerce sales, when their budget remains static and competitors are targeting their customers?


We started by analysing the existing website performance and performance media activity to understand what was working, and where the opportunities for improvement lay. From here we:

  • Restructured the paid search account into new categories and analysed the performance of each category and keyword. From here we refined our audience targeting, added negative keywords, turned off underperforming keywords, and optimised spend to maximise results.
  • Introduced retargeting into search and social to improve conversion, and quickly developed an advanced retargeting framework to make it a key part of the program.
  • Introduced audience targeting into paid social and expanded our activity to drive more top of funnel activity.
  • Recommended some website optimisations to drive conversion and natural search traffic (SEO).
  • Added enhanced local search elements to drive footfall to stores as well as ecommerce spend.
  • Expanded the CRM program, including segmenting the database, introducing segmented emails and continual optimisation of the email creative.


  • The online store became the biggest store within 18 months, and also drove significant footfall to bricks and mortar stores.
  • Revenue increased by 34% against an increase in spend of 2%.
  • Within 9 months of launch, Mother’s Day ecommerce sales eclipsed the previous year’s Christmas and Click Frenzy campaigns.
  • Performance media drove 26% of site traffic and 40% of online sales. Over 25% of new customers to Sussan came from the performance media activity.
  • The CRM program grew to drive 25-30% of monthly revenue.
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