+89%
Sales revenue growth during BFCM
+34%
Sales revenue growth in Q4
+79%
Gross profit growth during BFCM
THE CHALLENGE
The Memo re-engaged Impressive just ahead of Q4 after a period of managing activity in-house. While the brand had previously worked with Impressive, the account had since been brought in-house as the business invested in building its own capability.
By the time Q4 approached, performance concerns had begun to emerge. With the most commercially important period of the year fast approaching, The Memo needed to quickly regain control, improve efficiency, and create a stronger foundation for scale.
The challenge was not simply to drive growth. It was to stabilise the account, improve conversion performance, and ensure results translated into stronger margins and profits across both online and retail channels.
The Strategy
To unlock growth ahead of peak trading, Impressive implemented a structured 90-day integrated performance roadmap focused on account stability, commercial alignment, and real-time optimisation.
Account Hygiene & Performance Foundations
The first priority was a comprehensive hygiene audit to identify inefficiencies, clean up account structure, and create a more stable base for scale heading into Q4.
Profit & Margin Alignment
Rather than optimising solely for top-line metrics, the strategy aligned campaigns with true business outcomes by incorporating stock, margin, and profitability insights into decision-making.
Integrated Data & Reporting
Working closely with both The Memo team and platform partners, Impressive built a clearer picture of incremental reach and performance opportunities ahead of the key sales period, enabling more precise, commercially grounded investment decisions.
Agile Peak-Period Optimisation
Throughout BFCM, the team operated with a highly responsive approach, implementing real-time campaign adjustments and ongoing optimisations to capitalise on demand as it happened.
Close Collaboration & Fast Communication
Frequent check-ins and streamlined communication ensured both teams remained aligned, enabling faster decision-making, greater agility, and stronger performance throughout the quarter.
Together, this created a more integrated performance model that balanced scale, efficiency, and profitability during the year’s most critical trading window.
The Results
The strategy delivered standout outcomes across both BFCM and Q4, improving revenue performance, conversion efficiency, and profitability.
BFCM 2025 (28 November–1 December)
- +89% sales revenue growth YoY
- +127% online store revenue growth
- +17% POS revenue growth
- +87% conversion rate growth
- +79% gross profit growth YoY
Q4 2025
- +34% total sales revenue growth YoY
- +46% online store growth
- +11% POS growth
- +21% net sales growth
- +10% conversion rate growth
- +16% gross profit growth YoY
Beyond peak trading, the account also showed strong margin recovery post-BFCM, with margins increasing 30.9% in December, demonstrating that growth was not achieved at the expense of profitability.
Turning Peak Trading into More Profitable Growth
The Memo’s Q4 turnaround shows the value of an integrated strategy grounded in commercial reality rather than just channel metrics.
By combining account hygiene, profitability alignment, detailed reporting, and agile execution, Impressive helped transform a period of uncertainty into one of strong, efficient growth. The result was not only a stronger BFCM and Q4, but a more stable and commercially intelligent performance foundation for the business moving forward.
With the right structure, data, and responsiveness in place, The Memo is now better positioned to scale future peak periods with greater confidence, stronger margins, and more sustainable cross-channel performance.
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