Scaling a D2C Leather Brand via Omni-channel Optimization

Scarpe Handmade, a premium hand-braided leather brand, was trapped in a vicious cycle of high customer acquisition costs. Operating with a daily ad budget of 2,000 EGP, their Cost Per Purchase (CPP) had ballooned to 176 EGP. The Average Order Value (AOV) sat passively at 622 EGP with a weak Basket Size (BS) of just 1.3 items. An extremely slow legacy website inherently crushed conversion rates, while misaligned ad creatives and poor pricing strategies alienated the target demographic. Operationally, the brand was bleeding revenue due to the high logistical failure rates of their courier service and exorbitant Cash-on-Delivery (COD) fees.

To restructure the brand's profitability, I engineered a comprehensive 360-degree turnaround. Within a strict 10-day window, I migrated their entire digital presence to a high-converting, lightning-fast Shopify headless architecture designed specifically to minimize friction in the buyer journey. Marketing-wise, I spearheaded a 45-day deep qualitative research phase—auditing historical sales data and directly calling past customers. This unlocked psychological pain points which were immediately translated into highly-targeted ad creatives. Lastly, I restructured their pricing tiers to incentivize bundling and aggressively eliminated the operational bottlenecks by renegotiating courier contracts to slash COD and return-to-sender losses.