The challenge
Organic and sustainable food delivery leaders, Abel & Cole, were starting to see their growth plateau, primarily due to a disbalance between spending on customer acquisition and brand investment.
It was time for a strategic shift—one that would help them allocate their budgets more intelligently, maintain positive brand perceptions, and grow customer loyalty alongside new acquisitions.
By forecasting business growth through strategic shift, we helped Able & Cole move from plateau to progress.
The solution
We created a bespoke modelling project to forecast how Abel & Cole’s current acquisition-focused strategy stacked up against other approaches in business performance over five years.
Then, we combined our findings with Abel & Cole’s data to create an intelligent model to capture the short-term effects of their acquisition spending while also considering the long-term benefits of investing in brand awareness. By leveraging insights to explore various strategies, Abel & Cole made informed marketing decisions that drove sustainable growth in a market eager for organic food and authentic communication.
The impact
The insights revealed that while Abel & Cole’s acquisition-focused strategy could deliver higher returns in the first year, it would ultimately fall short of their five-year targets. The only scenario that consistently met their long-term goals involved a greater focus on brand investment.
This prompted the team to rethink their marketing strategy, recognising that a balanced approach to both customer acquisition and brand awareness was essential. With this new perspective, Abel & Cole is now better positioned to achieve and sustain its long-term goals.
