Tower London

How Did We Do It?

We developed a strategic plan focused on extending the discount period and implementing active stock management:

Extended Discount Period

• We expanded the promotional period to cover the entire month of November rather than just Black Friday through Cyber Monday, which meant that we could start the user consideration phase earlier in the month
• We built momentum steadily throughout November, rather than relying on a single weekend of high-intent traffic

Real-Time Price Monitoring

• We closely tracked Tower London's price competitiveness across top-performing brands, and used this data to inform our budget allocation decisions
• We shifted spending toward products where Tower London had the strongest price position for better ROAS

Stock Level Management

• We reviewed stock levels frequently throughout the promotional period, and taking an extended sale period approach created more predictable demand patterns, so Tower London could more accurately plan their stock levels and needs 
• We also adjusted campaign budgets in real-time, based on stock availability

Dynamic Budget Optimisation

• We made performance-led budget adjustments based on:
  
  • Current price competitiveness
  • Available stock levels
  • Conversion rate performance
  • Market demand signals