We’re employee-owned, every team member you work with brings the mindset of a business owner.
Alan Coleman, CEO
In 2024, Horseware set out to scale its Direct-to-Consumer business in the US and Europe.With Wolfgang as their growth partner, the business exceeded aggressive international targets by combining automation with a direct-to-customer focus.
Horseware Ireland are an equestrian equipment retailer “inspiring you to be the best rider you can be.” While awareness is strong domestically in Ireland, Horseware relied on retail partners with big budgets and physical stores to sell its products internationally, with products stocked in over 40 retailers across the US and Europe.
Horseware’s brand search demand was trending down internationally (-15% USA) and ad auctions were dominated by these large retailers who had stronger brand awareness.
We saw huge untapped potential in Horseware’s CRM - only 6% of its subscriber base were repeat customers, and 85% had never purchased. We leveraged Email and SMS automation to nurture subscribers into customers and drive repeat purchases. CRM customer data was integrated into Google Ads so that ad spend could be focused on new customer growth.
Horseware’s subscriber list was shrinking, so we added a website pop-up offering a first-order discount to grow subscribers from search-driven traffic.
To build authority in international markets, we needed to implement an SEO-content strategy and localise website content. This helped us rank in Google’s new A.I Search (A.I Overviews) and reach new audiences through generic search. We integrated our helpful SEO-content into email campaigns to re-engage previous customers.
Spending where it makes sense to on Search
Competitors often undercut Horseware on price. We used a third party tool called PriceShape which fed our Google Merchant Centre with pricing information vs our competitors, allowing us to give more budget to products we’re more likely to win the click for.
We also leveraged custom scripts and first-party data to reach new audiences efficiently and maximise our Google Ad spend.
Advanced Marketing Automation
We built highly segmented Klaviyo flows to engage subscribers at different journey stages with personalized content, as well as re-engaging existing customers.
Our integrated strategy tripled Horseware’s international revenue in less than a year! And beat their target by 25%.
We started off the year with only 15% of subscribers having ever purchased; by the end of 2024 this figure was at 42% of all subscribers.
A standout success was SMS, which resonated with their US audience in particular. SMS achieved a staggering 5,000% ROI, showing how effectively we localised our strategy to this market.
From an overall perspective, we drove an ROI of 400% (including agency fees and ad spend).
Revenue YoY
Repeat Purchasers
New Customers
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