Nook is a premium children’s sleep and play company with strong B2B distribution across the US and Canada. We built the DTC channel with the team and taught them to keep it growing.
DTC revenue growth over four years
Organic search traffic
Customer acquisition cost while scaling
Nook makes premium sleep and play products for young children and sells them through retailers across the US and Canada. The products were proven and the wholesale side was strong. Direct-to-consumer was the open question. The channel had not yet grown the way leadership expected.
The difficulty was structural rather than tactical. Nobody inside the company owned the DTC plan yet. Leadership wanted the channel to grow and wanted the knowledge of how it grew to stay in the building.
The engagement ran four years and began with planning. Each year we met on site with the CEO, CMO, President, and COO. Those sessions produced a 36-month strategic plan with projections, targets, and initiatives the team could execute. Market research built on two million data points shaped pricing, product mix, and product development. SEO, conversion, and paid advertising programs were built alongside the team and taught as they were built. A review of the technology stack cut costly tools out of the setup.
Over those four years DTC revenue grew 816%, averaging 174% year over year, while customer acquisition cost fell by at least half during the most aggressive scaling. Organic search traffic rose 130%. The channel that had twice stalled became one the company grows itself. Today the team runs the plan, the research, and the programs in-house and reads its own numbers.
Strategic planningMarket researchSEOCROPaid media
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The growth came from a 36-month strategic plan built with senior leadership in annual on-site planning sessions, backed by market research on two million data points and by SEO, conversion, and paid advertising programs taught to the team as they were built. Over four years DTC revenue grew 816%, averaging 174% year over year, while customer acquisition cost fell by at least half.
The engagement ran four years. Each year began with on-site planning alongside the CEO, CMO, President, and COO. The 36-month plan those sessions produced carried projections, targets, and initiatives the team executed between sessions.
We built the DTC channel with the team after earlier attempts had stalled. The work covered the strategic plan, market research across pricing and product mix, SEO, conversion, paid media, and a technology review that cut costly tools out of the setup. Today the team runs that work in-house.
