Spendless Shoes

The Challenge

Data-driven insights and growth strategies for a complex retail network.

Spendless Shoes is a leading Australian footwear retailer with over 200 stores across Australia and New Zealand. Established in 1988, the business needed a thorough review of its marketing efforts and a clear strategic plan, budget, and reporting model to drive the 2022/2023 fiscal year.

The engagement focused on co-defining growth strategies by assessing current marketing initiatives, identifying areas for improvement, and establishing a cohesive framework to drive success — while ensuring the marketing team had the full support and resources to execute.

The Approach

Three projects over 12 months. One coherent framework.

Delivered an initial strategic focus program for the Agile Strategic Framework and reporting model, followed by two six-monthly reviews — keeping the strategy responsive as the business evolved.

Undertook a detailed assessment of existing marketing efforts across the business
Gathered valuable input from key stakeholders via structured interviews
Created a data reporting model informed by a comprehensive customer data evaluation
Co-developed an Agile Strategic Framework through a collaborative two-day workshop with the executive team
Facilitated board and executive alignment on brand strategy, customer segments, and growth priorities

The Outcome

A unified strategy, a clear roadmap, and measurable growth.

In partnership with the Chair, CEO, and executive team, forged a unified core brand strategy
Determined and delineated customer segments, focusing on growth opportunities
Crafted a strategic plan that balances long-term brand and short-term performance strategies, growing both revenue and brand value
Delivered a well-defined strategic plan and roadmap with a comprehensive reporting model for ongoing measurement
Implemented a measurement system using the Digital Health Tracker scorecard
Growth strategies demonstrated rapid revenue progress from implementation

In Their Words

"The process with Jane took four weeks but enabled us to achieve so much. Getting her external help allowed us to fast-track the implementation of data-driven decision-making within our team, as we now have the tools to make that happen. Jane engaged with so many different people in the organisation. She adapted her process to work within our team to build on existing value. She engaged with everyone from the Chair to our agency partners to give us the tools to create a clear, aligned, actionable path forward. My biggest surprise was how easy the process was and how supported I felt on the journey. I would recommend Jane to any business looking for alignment, clarity and a path forward for their digital strategy and roadmap."

Claudia Impedovo — Head of Brand, eCommerce & CX

"Through her engaging approach, Jane successfully bridged the gap between the Chair, CEO leadership and marketing team, ensuring a shared vision for everyone. Her ability to connect with people across all organisational levels and embrace diverse opinions promotes a collaborative atmosphere. Jane's emphasis on inclusive, respectful conversations not only bolsters creative thinking but also secures unanimous buy-in. We have collaborated with Jane on three separate projects, recognising the immense value her marketing analysis and continuous optimisation bring to our strategic planning endeavours."

Jaimee Charlton — Chief Operating Officer

Data-driven insights and growth strategies for a complex retail network.

Three projects over 12 months. One coherent framework.

A unified strategy, a clear roadmap, and measurable growth.

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