Strengthening B2C Sales through Strategic Marketing: How Nourish regained clarity and commercial momentum

Client: Nourish Skincare

Engagement: Customer Insight • Strategy • CRM & Email Improvement • Ongoing Marketing Support

Duration: Over two years

Purpose: Increase monthly sales to support business stability and future product development

A Brand at a Turning Point:

When Nourish first approached Your Marketing Department, the team were looking for help with a customer insight project. They wanted to understand who their buyers really were — across the UK, Europe and Australia — and how to reach them more effectively.

But as soon as we began discussing the wider picture, it became clear they needed strategic marketing guidance to help stabilise and grow their B2C sales.

The business was under financial pressure. Sales were inconsistent, and without stronger, more reliable month-by-month revenue, the brand couldn’t invest in new product development or take the next steps in its growth.

B2C activity existed, but it wasn’t delivering the level of stability the business needed. Campaigns were being created with care, but not always with clear insight into which messages resonated, which offers converted, or which moments mattered most to customers.

Nourish didn’t need a complete overhaul. It needed direction — and a clearer understanding of where to focus its energy to produce meaningful commercial results.

Finding Clarity in a Complex Landscape Through Strategic Marketing Insight

One of the first steps was simply helping the team slow down and look at their B2C activity through a more strategic marketing lens.

We spent time understanding their customers and the points in the journey where purchase decisions were genuinely being made. We explored how messaging was landing, which campaigns were resonating, and where there were overlooked opportunities to drive sales more consistently.

This process helped the business reconnect with the fundamentals: who they were speaking to, why those customers bought, and how Nourish could support them in a more meaningful and commercially effective way.

The strategic work gave the team renewed confidence. It provided a clearer picture of which marketing actions would make the biggest difference for the least effort — crucial for a brand balancing day-to-day demands with ambitious growth plans.

Turning Insight Into Steadier B2C Revenue

With a clearer understanding of customer behaviour, we began helping Nourish strengthen the areas that would directly support B2C sales.

Much of this work centred on email and CRM, which had strong potential but weren’t yet delivering commercially. Several key automations — including abandoned basket, lapsed customer and welcome journeys — either didn’t exist or were not enabled, meaning the brand was missing out on easy, high-intent conversions.

We rebuilt these foundations, refined messaging, and worked with the team to develop a more consistent campaign rhythm. Email content became clearer and more persuasive, creative was improved across the board, and segmentation allowed the brand to speak differently to customers at different stages of the journey.

As this structure took shape, the results began to show.

Campaign-driven revenue became steadier, with smaller early returns of up to £130 giving way to more reliable mid-range campaigns delivering £400–£700. Seasonal campaigns increased further, regularly reaching between £1,800 and £2,700, and events such as Black Friday generated more than £2,500 in sales.

Engagement strengthened too.The abandoned basket journey delivered a 43% open rate and 15% click-through — a strong indicator that customers were responding to the clearer, more helpful tone of the revised communications.

Importantly, we also helped the team understand which offers actually drove purchase behaviour.

Gift-with-purchase consistently outperformed straightforward discounting, protecting margin while encouraging more customers to convert — a valuable commercial insight that shaped future planning.

A More Confident, Predictable B2C Function

As the months progressed, Nourish gained something more valuable than better emails: confidence.

The team now had a more reliable B2C engine — one that supported sales steadily, provided insight into customer behaviour, and created a foundation from which to grow. The brand had greater clarity about who it was speaking to, why those customers engaged, and how each campaign contributed to the bigger commercial picture.

For a business that had been carrying the weight of uncertainty, this stability mattered. Stronger, more predictable monthly sales allowed Nourish to look forward again — to invest, to plan, and to take steps toward the product development and brand growth that had previously felt out of reach.

Conclusion: Commercial Clarity That Helped Nourish Move Forward

Working together for over two years, Your Marketing Department helped Nourish move from a place of pressure and uncertainty to one of greater control and commercial focus.

By grounding the work in customer understanding, strengthening the CRM and email foundations, and creating a more consistent and strategic marketing approach to B2C activity, the business gained a clearer path — and a marketing function that supported its ambitions reliably and sustainably.

Nourish left the engagement with stronger monthly sales, a more confident view of its customers, and a steadier base from which to grow — exactly what the business needed at a crucial moment in its journey.