Gloverall

Refining the brilliant basics to drive more profitable paid media performance - just in time for peak.

The challenge

An iconic name in UK outerwear, Gloverall have been creating and exporting their signature duffle coats across the globe since 1951. Born from a post-war surplus of military coats, the brand turned a utilitarian staple into a refined British classic.

When Gloverall expanded into ecommerce in 2018, it marked a new chapter - but growth stagnated in the years that followed. The digital foundations needed strengthening to unlock the next phase.

They brought ecommerce consultants RetroFuzz on board in 2025 to evolve the brand’s digital strategy and make DTC profitable - starting with a focus on refining the ‘brilliant basics’ that underpin sustainable digital growth (better organisation, cleaner design, improved UX etc.).

One key opportunity sat within paid media. Limited purchase and mid-funnel conversions attribution due to an absence of conversion tracking meant valuable behavioural data wasn’t being fully captured, restricting ad platforms’ ability to optimise efficiently.

After we installed Leaf Signal, revenue pretty much doubled week on week, on average… I don't think we can underestimate the contribution it made to that.

Jonathan McNamara
Founder @ RetroFuzz

After we installed Leaf Signal, revenue pretty much doubled week on week, on average… I don't think we can underestimate the contribution it made to that.

Jonathan McNamara
Founder @ RetroFuzz

After we installed Leaf Signal, revenue pretty much doubled week on week, on average… I don't think we can underestimate the contribution it made to that.

Jonathan McNamara
Founder @ RetroFuzz

Laying the foundations before scaling spend

We implemented our first-party, advanced server-side tracking solution Leaf Signal, to ensure the data powering Gloverall’s ad and analytics platforms is consistently accurate, rich and compliant - ahead of their peak trading period.

Following a full audit of event tracking and consent configuration, we rebuilt the tracking architecture, deploying robust browser-side tracking across all ad platforms alongside Signal’s advanced server-side integrations for GA4, Meta and Google Ads, which uses proprietary enrichment to drive better attribution and algorithmic bidding.

Tracking was calibrated for Shopify Checkout Extensibility, Google Consent Mode v2 was implemented, and GDPR alignment with Pandectes ensures data quality without compromising compliance.

With automated daily event monitoring and monthly purchase validation in place, Signal continuously safeguards tracking integrity, ensuring more event, product and customer data flows back to the platforms. That means improved optimisation accuracy and reduced signal loss, consistently.

Results

Leaf Signal was implemented in August 2025, just a few weeks after the launch of their upgraded website and wider digital reset.

Gloverall's revenue growth from August - November 2025 (vs. 2024)

What followed was a clear inflection point, with revenue climbing rapidly in subsequent weeks (without new offers, scaled spend or additional campaign launches to drive the uplift). This helped Gloverall achieve their best peak quarter yet.

Other key metrics were also impacted. As attribution and performance improved, ROAS increased by 63% and Cost Per Purchase dropped by 41% in the 30 days after implementation.

Alongside wider digital improvements led by RetroFuzz, Leaf Signal helped transform Gloverall’s paid media into a scalable, profit-driving growth channel.

Better data in. Optimised algorithmic bidding. Stronger performance through peak.