Home services retail, flooring
A distressed asset, rebuilt before revenue compounded.
Distressed at entry: no attribution, no view of the customer path and an ERP that could not scale. Claymore rebuilt the commercial system end to end.
- Sponsor
- Middle-market PE
- Condition at entry
- Distressed
- Engagement
- 24 months, active
- Stage
- Audit to execution
+36%
gross written sales in 24 months on 8% more marketing spend
Realised
+29%
revenue, September 2024 to September 2025
Realised
+8%
marketing spend over the same 24 months
Realised
+26%
revenue per marketing dollar
Realised
Flooring is seasonal, so growth is measured same month year on year. Methodology available on request.
The situation
A PE-backed flooring retailer came to Claymore with a proprietary ERP that could not scale, no attribution across marketing channels, stale creative and no view of the customer path. The asset was classified as distressed. Claymore was engaged to rebuild the commercial system end to end.
What we found
- 01
No attribution, no view of the funnel
No channel attribution, no tracking or dashboards and no visibility of the customer path. Every marketing dollar was spent without a read on what it returned.
- 02
A media mix weighted to low intent
Over-weighted in traditional channels bought in-house, no retargeting, limited digital presence and no testing discipline.
- 03
Leakage at every stage
Slow speed to lead, weak landing pages, offers that changed between ad, page and sales script, thin post-demo follow-up and install scheduling delays that caused cancellations.
What we did
- 01
Systems
ERP integrated with the marketing stack. HubSpot deployed for automation, segmentation and personalisation across the customer lifecycle.
- 02
Data and BI
The data layer rebuilt from a near-blank slate into one source of truth across marketing, sales and operations, with daily dashboards.
- 03
Customer path
The customer path mapped end to end, communications rebuilt at each stage and the conversion gaps from the funnel diagnosis closed.
- 04
Website and creative
Creative refreshed, offers rebuilt against competitors and continuous testing, with the message matched from ad to page to sales script.
- 05
Marketing channels
The mix diversified and every channel held to a cost-per-install target.
Anonymised at sponsor request.
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