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Case Study: Making a Splash — and a Profit: The Pool Shop’s Digital Turnaround

  • Christie Wade
  • Jul 10
  • 2 min read
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The Pool Shop is one of Australia’s largest and most trusted retailers for pool and spa supplies. From chemicals and cleaning equipment to pumps, filters, and accessories, The Pool Shop offers everything you need to keep your pool or spa in top condition.



OUR APPROACH - CASE STUDY


Objectives


The Pool Shop had impressively scaled within its first year — but the rapid growth wasn’t translating to profitability. Rising operational costs in warehousing, logistics, and service delivery were outpacing profit margins.

 

To turn things around, The Pool Shop needed more than just more revenue — it needed a smarter strategy to improve efficiency, increase high-margin product sales, and shift the business toward sustainable profit.


Strategy & Execution

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  1. Profit, Not Just Revenue: We built a model to test how paid media could drive profitability — not just sales. By aligning campaign strategies with margin data, we mapped a plan to grow revenue and improve profit per dollar spent.

     

  2. Channel Expansion for Reach and Re-engagement: We launched new campaigns and new channels to reach untapped audiences and re-engage non-converting visitors. These supported existing activity and unlocked new growth pockets.

     

  3. High-Margin Product Strategy: We identified The Pool Shop’s 500 highest-margin products and created targeted campaigns to increase visibility and sales of those SKUs. By prioritising margin-rich items, every dollar worked harder.

     

  4. Full-Funnel Local Campaigns: We built out Local Campaigns focused on promoting in-person support services, installation and consultations. These helped convert buyers at the bottom of the funnel while boosting margin with value-added services.



RESULTS


Outcomes


  • +271% total online sales

  • +115% improvement in Conv. Value/Cost (profit per dollar spent)

  • +400% increase in local campaign revenue

  • +103.5% increase in new customer acquisition (YoY)


“Connected helped us flip the switch — from high sales and low margins to profitable, sustainable growth. Their focus on real business outcomes, not just media metrics, made all the difference.” — David Chapman, The Pool Shop

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