Thomson
& Scott
in 90 days
From 41 orders a month to #1 on Amazon. How a premium organic drinks brand got a complete commercial rebuild.
A premium brand with no commercial engine.
The problem had nothing to do with the product. The entire commercial infrastructure was missing. At £18 AOV, every acquisition channel was structurally unprofitable before a single ad was placed.
Thomson & Scott had built something genuinely rare: an organic, vegan, alcohol-free sparkling wine with real brand heritage, a female founder story worth telling, and a product that belonged on the shelves of the best restaurants in the world.
DTC was generating 41 orders a month at an £18 average order value. Amazon was generating minimal revenue from unoptimised listings with no advertising strategy. They had tried Meta, Google, and Amazon ads, and every channel had failed to produce results.
Email marketing did not exist. There was no retention infrastructure. No bundle architecture. No gifting offer. No way to make the numbers work at scale.
The brand was not broken. The commercial model was.
Core problems identified
- 01DTC generating 41 orders/month at £18 AOV
- 02Amazon generating minimal revenue with zero ad strategy
- 03Meta, Google, and Amazon ads all producing nothing
- 04No email list. No Klaviyo. No retention system
- 05No bundle or gifting architecture
- 06Every paid channel unprofitable at £18 AOV
- 07Listings unoptimised, no A+ content, no review strategy
- 08Great brand story, no growth infrastructure to support it
Three phases.
One complete rebuild.
Fix the Foundation
Before a single ad ran, the core problem needed solving. At £18 AOV, no acquisition channel would ever work. The entire offer architecture had to be rebuilt first.
- Diagnosed the AOV problem as the root cause of every failed channel
- Rebuilt the offer around premium bundles and gifting sets
- Introduced multi-bottle packs and seasonal gift configurations
- AOV moved from £18 to £100, making paid acquisition viable for the first time
- Mapped the full customer journey and identified every revenue gap
Build the Infrastructure
With the offer architecture in place, the full commercial infrastructure was built from scratch across DTC, email, and Amazon simultaneously.
- Restructured the DTC site around the new bundle and gifting offer
- Built Klaviyo from zero: welcome flow, abandoned cart, post-purchase sequence, and winback campaign
- Rewrote every Amazon listing with keyword-optimised copy and structured A+ content
- Seeded reviews strategically to build early social proof
- Built the full Amazon PPC campaign structure in preparation for launch
Scale With Confidence
With infrastructure live and AOV corrected, paid channels were activated against a system that could actually convert. Every lever was pulled at the same time.
- Launched Amazon PPC against fully optimised listings
- Scaled Meta and Google campaigns with the new offer architecture supporting margins
- Klaviyo flows began generating 35% of total DTC revenue
- Amazon hit #1 Bestseller in Sparkling Wines within 30 days of PPC launch
- Amazon ROAS reached 7.78x
- CAC dropped 73% as the system matured and email contribution grew
90 days.
Every metric moved.
I have spent a number of years in business looking for the holy grail in eCommerce: someone smart and entrepreneurial who properly understands the digital space and how organic presence can be enhanced for real results.
Amanda Thomson, Founder, Thomson & Scott
Ready to grow?
Ready to see what is possible for your brand?
Every brand in these case studies started exactly where you are now. The difference is a clear system, the right offer architecture, and 90 days of focused execution.