Category: Articles

Driving Revenue Through Strategic Integration Excellence

At SAAS Integrator, we don’t just connect systems – we architect growth. While others see us as a codeless iPaaS platform, we view every integration through a strategic lens: How can we help businesses generate more leads, drive more sales, and deliver exceptional fulfilment?

Our partnership exemplifies this philosophy in action. Together, we’re not just solving technical challenges – we’re creating competitive advantages that directly impact the bottom line.

One example of this collaboration in action is our work with Titley’s, a brand built on four generations of quality.

Case Study: Titley’s – Four Generations of Quality, Powered by Modern Integration

The Challenge:

Titley’s, a fourth-generation family business serving North Queensland since 1926, faced a critical customer experience gap. Their premium western wear collection – featuring brands like Akubra, R.M. Williams, Wrangler, and Ariat – required sophisticated product data management, particularly for denim sizing with separate waist and length dimensions.

Managing this complexity manually across both their brick-and-mortar store and online presence wasn’t just inefficient – it was limiting their growth potential and customer satisfaction.

The SAAS Integrator Solution:

We implemented advanced product mapping with custom attribute mapping specifically designed for fashion and apparel. Rather than forcing Titley’s to hire additional staff or burden existing team members with manual data entry, we:

• Guided their team on optimising field structures within their Retail Express POS system
• Deployed our native integration to automatically enrich their Shopify product data
• Enabled Lion Digital to implement sophisticated recommendations that drive conversions
• Created a seamless customer experience that reflects Titley’s four-generation commitment to quality

The Anticipated Result:

With implementation scheduled for completion, Titley’s customers will soon easily navigate complex sizing options, leading to increased confidence in purchase decisions and reduced returns. This strategic foundation allows Lion Digital to focus on performance and optimisation – while SAAS Integrator ensures the technical infrastructure supports every growth initiative from day one.

Implementation Status: Scheduled – launching soon

The Power of Unified Loyalty: LoyaltySync Revolution

Another example of our revenue-focused approach is LoyaltySync, which addresses a decade-old frustration for brick-and-mortar businesses.

The Problem:

Loyalty program silos were haemorrhaging revenue:

• Points earned in-store could only be redeemed in-store
• VIP pricing disappeared online
• Customer confusion from inconsistent experiences

Our Solution

✓ Real-time points synchronisation across all channels

✓ Tier pricing flows to Shopify – VIP customers see VIP prices everywhere

✓ Unified customer experience – same balance, same status, anywhere

✓ POS remains your source of truth – leverage existing loyalty features

The Impact:

• Cross-channel redemption drives both foot traffic AND online sales
• Tier upgrades reflect instantly across all touchpoints
• Time-limited vouchers create redemption urgency
• Enhanced customer engagement drives increased spending

Why Lion Digital + SAAS Integrator = Unstoppable Growth

Our partnership thrives because we share the same goal – delivering meaningful growth for retailers. While Lion Digital excels at identifying opportunities and crafting growth strategies, SAAS Integrator ensures the technical infrastructure not only supports but amplifies these initiatives.

Together, we don’t just integrate systems – we integrate growth strategies with technical execution, creating a seamless path from insight to revenue.

In 2025, Australian eCommerce stands at a turning point. Growth remains steady, yet customer expectations have surged to new heights. Artificial intelligence is transforming how shoppers browse, buy and interact, while economic pressure continues to squeeze margins. In such a competitive environment, brands that invest in personalisation, trust and Core Web Vitals optimisation will be the ones that break away from the crowd.

The latest State of the CX Nation report shows that most Australian retailers understand the challenge but struggle to execute it. Although 80 per cent of leaders identify eCommerce customer experience (CX) as a strategic priority, 37 per cent admit their teams fail to deliver on the promises they made.

This widening gap between strategy and execution is both a risk and an opportunity – and one of the biggest untapped opportunities across most online brands. Retailers that can deliver a seamless personalised shopping experience built on speed, relevance and reliability will gain the customer trust that fuels loyalty and long-term growth.

The eCommerce Customer Experience: Three Main Performance Metrics

A strong customer experience is the foundation of every successful eCommerce business. Research shows that a smooth and enjoyable online shopping experience can increase retention, lift average order value (AOV) and strengthen loyalty, even when competitors lower their prices.

Your site’s performance is a crucial part of that experience. Many founders still treat page speed optimisation as a technical issue for developers rather than a priority for the business. That is a costly mistake. Shoppers will not wait for slow pages, unstable layouts or delayed responses. Performance shapes perception, and perception builds eCommerce trust.

A study by Deloitte and Google found that just 0.1 seconds faster load time can increase conversions by 8.4% and boost average order value by 9.2%. This proves why following Google Core Web Vitals best practices should be a central focus for brands looking to improve their eCommerce performance metrics. At their essence, the Core Web Vitals framework assesses three main factors that shape how visitors perceive speed, responsiveness and stability:

• Largest Contentful Paint (LCP) – how quickly your page loads. Research shows product pages can see 40-50% lower conversion rates when load time goes from 2 seconds to 4-5 seconds.
• Interaction to Next Point (INP) – how quickly your site responds to user actions. Improved interactivity scores may bring up to 7% increase in sales. That’s millions of dollars from a technical fix.
• Cumulative Layout Shift (CLS) – racks whether banners, buttons or images shift while a page loads. Improving this score by only 15 per cent can result in 20 per cent longer browsing sessions and a 14 per cent lift in conversions. Effective Core Web Vitals analysis has a direct impact on eCommerce conversion optimisation.

Ultimately, page speed optimisation is the first and most important step towards better customer retention, higher conversion rates and stronger eCommerce performance metrics. A slow website drives customers away before they even have the chance to appreciate your design or products.

Building a strong customer experience (CX) in eCommerce begins with technical excellence. When your site performs seamlessly and provides a frustration-free journey, you lay the foundation for deeper personalisation and long-term customer retention.

The SCOPE Framework: A Strategic Lens for eCommerce Success

While optimising page speed, Core Web Vitals, and technical performance is essential, brands also need a broader strategy to maximise their visibility, engagement, and conversions. SCOPE is LION Digital’s proprietary framework that evaluates five critical dimensions of digital presence – Social Proof, Content, Optimisation, Performance, and Experience.

By systematically assessing these pillars, SCOPE helps brands understand not just how fast their site loads, but how effectively it builds trust, engages users, ranks in search (including AI-driven results), and converts visitors into loyal customers. In essence, it’s a diagnostic tool that connects technical performance with strategic growth opportunities, ensuring every optimisation effort delivers measurable business impact.

This framework naturally complements the Performance & Conversion Accelerator, providing the strategic insights that guide the hands-on improvements needed to drive stronger eCommerce results.

Ecommerce Growth Builds on Personalised Shopping Experience

Customer expectations have surged. The Australian and New Zealand Commerce Report 2025 by IAB Australia and Pureprofile states that 83% of consumers are more likely to purchase from companies offering tailored experiences and loyalty programs. However, research shows that most retailers struggle with executing effective omnichannel personalisation.

This is a vital eCommerce performance metric. A recent study found that brands leading in personalisation generate around 40 per cent more revenue than competitors. Delivering the right message to the right person at the right time strengthens emotional connection, increases conversion rates and enhances overall customer loyalty.

The challenge for many eCommerce founders is not intent but capability. According to the 2025 Global Consumer Products Engagement Report, only 36 per cent of Australian retailers include personalisation in their campaigns. Most just lack the data maturity, connected systems and internal alignment needed to execute effectively.

To make personalisation work, you need:

• Connected data systems that actually talk to each other
• Marketing technology that’s properly set up and used
• Teams aligned around a shared vision (only 37% of organisations have this)
• Technical infrastructure capable of handling the load.

LION Digital helps online retailers in Australia build that data-driven foundation for smart personalisation. By analysing user behaviour and heatmaps, and leveraging A/B testing, our experts provide valuable insights that inform effective eCommerce performance optimisation strategies.

Trust: The Invisible Differentiator

Personalisation requires data, but users aren’t willing to provide it without trust. When customers feel their data is used respectfully and transparently, their satisfaction and purchase intent soar. But cross that invisible line through irrelevant targeting or opaque data practices, and trust evaporates overnight.

Customers may forgive the occasional bug or delay, but not dishonesty or poor ethics. And here’s the catch:

1. Trust requires transparency.
2. Transparency requires accurate data.
3. And accurate data requires proper technical infrastructure. 

It all comes back to following Core Web Vitals best practices, and LION Digital’s Performance & Conversion Accelerator can help with that. It’s a hands-on optimisation program that ensures your website is technically and experientially ready for growth.

The Accelerator combines a Core Web Vitals audit with conversion-focused enhancements to improve page speed and interactivity scores: our expert team analyses how real users interact with your site, pinpoints friction points, and implements targeted fixes to enhance your eCommerce customer experience rates.

Performance & Conversion Accelerator: Your Competitive Advantage

Several digital marketing reports show that most Australian retailers intend to enhance customer experience and personalisation, yet few have the operational capacity to deliver. The Performance & Conversion Accelerator bridges that gap with practical, done-for-you implementation. It includes:

• Comprehensive analysis. A full Core Web Vitals analysis that compares your site against competitors and industry standards. You’ll know exactly where you stand and what to improve.
• Integrated solution. Not just recommendations but actual technical fixes implemented on your site. Image optimisation, code minification, mobile-first optimisation, and all the technical details that make a difference. 
• Customer retention strategy. By collaborating with innovative tools and platforms like Yotpo, we help you engage customers and build trust through a personalised marketing approach.
• Conversion optimisation. Beyond just making things faster, the service includes analysis of user behaviour through heatmaps and session recordings, plus implementation of UX/UI improvements and A/B testing to maximise results.
• Measurable results. Real-user data and lab testing will be used to prove the impact. You’ll see exactly how technical improvements translate to business outcomes.

Why This Matters Right Now

Opportunity rewards the quick. While 82% of leaders prioritise CX and 72% recognise personalisation’s importance, only those with the capability to execute will win.

Most of your competitors are stuck in the same place you might be: knowing what needs to happen, but struggling to make it real. Meanwhile, customer expectations keep rising, and Google’s algorithm keeps prioritising fast, user-friendly sites. The cost of delay in eCommerce personalisation and performance optimisation rapidly increases.

You can keep planning and strategising while your site underperforms. Or you can fix the technical issues and create a strong foundation to build everything else on it.

A Roadmap for eCommerce Founders

In the coming years, the difference between good and great eCommerce brands won’t be price or product; it’ll be personalisation and customer experience. But these don’t work without performance. You can have the most sophisticated engine for personalised product recommendations, but if your site is slow or unstable, customers leave before they see those innovations.

LION Digital’s Performance & Conversion Accelerator builds the solid technical foundation that makes personalised experiences possible. By combining Core Web Vitals optimisation with conversion optimisation, you see instant, measurable results. A faster site converts more effectively, retains customers for longer and drives stronger eCommerce performance metrics.

Get in touch with LION Digital today for a consultation. Let’s discuss how we can help you bridge the capability gap that is holding back your business. With nearly two decades of experience in eCommerce strategy, platform management, digital marketing, and improving operational efficiency, our team has successfully guided retailers of all sizes in turning challenges into opportunities.

Retail is resetting at speed, as customers expect personalisation, immediacy, and consistency, whether they are on a mobile screen or standing at your counter.

Cost pressures and talent shortages are real, yet so is the opportunity for retailers who align consumer insight with disciplined operations and a practical omnichannel plan.

Retail Doctor Group bridges this “execution gap.” Their Retail Excellence Program acts like an operating system for retailers – linking strategy, people, process, and measurement so that every store team knows exactly what good looks like and how to deliver it, shift after shift.

How Retail Doctor Group Delivers Results

Retail Doctor Group (RDG) is Australia’s leading retail consultancy, built to translate consumer behaviour into clear strategies and on‑floor execution. Their Limbic Insights™ approach helps you understand why customers buy, while their Fit for Business™ frameworks turn that understanding into routines, standards, and KPIs that lift performance across the network.

RDG works across categories and formats, staying involved from diagnosis to deployment so that results are embedded, not theoretical.

Key Strategies for Retail Excellence

• Consumer Insights
  RDG leverages the latest research on human decision-making and Limbic Insights™ methodology to understand what truly drives consumers towards your brand distinctly from others, creating an actionable competitive advantage for their brands and overall retail strategies.
• Strategic Reviews and Planning Workshops
  Workshops align brand strategy with market realities and store-level execution, linking merchandising, pricing, service, and omnichannel pathways. Clear decision rights and cadence ensure plans survive first contact with the trading week.
• Fit for Business™ Roadmap
  We utilise our proprietary Fit for Business ™ methodology and diagnostic tools to pinpoint strengths and gaps across execution, proposition, people, process, and profit, then build a sequenced roadmap that prioritises the few moves that matter and assigns owners, milestones, and measures.
• Customer Connection (Mystery Shopping) Program
  Mystery shopping is integrated with standards, micro‑learning, and manager coaching, so observations translate into changed behaviour, stronger conversion, higher average transaction value, and more consistent brand delivery.
• Retail Excellence Program, Platform, and Dashboard
  At the centre is a hub connecting training, checklists, compliance, mystery shopping, and performance reporting. Store teams see exactly what to do next, leaders see where to coach, and executives see which levers drive sales, margin, and experience. The dashboard gives a single view of standards, skills, and KPIs, making it simple to course‑correct quickly and scale what works.

Proven Success Across Retail

Retail Doctor Group has helped leading retailers sharpen execution, lift conversion, and scale consistent customer experiences across multi-site networks.

• Barbeques Galore engaged Retail Doctor Group to sharpen seasonal execution and increase attachment sales across accessories and outdoor kitchens, while lifting consistency in the omnichannel path from search to showroom to delivery. 
  Through the Retail Excellence Program, Platform, and Dashboard, role-based playbooks, a mystery shopping cadence tied to micro-learning, and peak-season readiness sprints were introduced so store teams could execute reliably on high-traffic weekends. Customer insights and store audits were translated into clear daily routines and KPIs, while scenario-based training modules strengthened product storytelling, space-to-range discipline, and after-sales processes.
  Josh Strutt’s operations group translated customer insight and store audits into clear daily routines and KPIs, and Sharon de Jager’s Learning & Development team built short, scenario‑based modules that strengthened product storytelling, space‑to‑range discipline, and after‑sales processes. 
  The outcome was tighter standards, faster coaching cycles, and a more consistent customer experience across the network. Their CEO, Angus McDonald, shared:
  “For an organisation of our scale, with over 90 stores, we needed to develop really high-quality training. What we’ve done with Retail Doctor Group has been a huge step forward – delivering a well put together, fully inclusive onboarding and training program for our team.”
• Tyreright: received support in strategic planning, network development, and operating rhythms for a growing national format. Store-level standards, team training, and clear KPIs brought consistency across locations and improved customer experience while strengthening commercial performance.
• Go Vita: Using insights‑led customer profiling and operational playbooks, RDG helped refine the offer and in‑store routines. The Academy’s targeted modules and the Dashboard’s visibility enabled faster coaching cycles and measurable gains in execution and sales outcomes. These examples show a consistent pattern, where insight‑driven strategy, clear operating standards, and a visible dashboard combine to produce reliable store‑level performance.

Complementing LION Digital’s Expertise

LION Digital drives qualified demand through eCommerce builds and performance marketing, while Retail Doctor Group ensures that demand converts on the shop floor and that store routines reinforce the brand promise. 

Together, we close the loop from audience to aisle, using Limbic Insights™ to inform creative and merchandising, and using the Retail Excellence Platform to verify execution and lift in‑store conversion. 

LION’s digital reporting sits neatly alongside our operational dashboard, giving leaders a single, practical view of how marketing, merchandising, and store execution work together to move the P&L.

Empowering Retailers for the Future

Retail Excellence is not a project, it is a system that binds customer science, skilled people, and disciplined operations into everyday habits that deliver results. 

If you want dependable, scalable growth, combine LION Digital’s marketing engine with Retail Doctor Group’s insights, Academy, and Retail Excellence Platform and Dashboard. 

Set the standard, make it visible, coach it weekly, and you will build successful retailing at the coalface.

From Online to Wholesale: How LION Digital and Brandscope Power Smarter Growth

The partnership between LION Digital and Brandscope provides a complete solution for brands growing across both online and wholesale channels. While LION Digital drives online performance through expert digital marketing, customer acquisition, and eCommerce strategies, Brandscope streamlines wholesale operations – centralising orders, improving stock visibility, forecasting demand, and strengthening retailer relationships.

Together, they deliver a holistic approach to growth, enabling brands to maximise their online presence while ensuring wholesale operations are efficient, scalable, and profitable. This collaboration ensures brands have expert support across all channels.

The Wholesale e-Commerce Growth Challenge

Trading with a host of independent SME and large-scale corporatised “big box” retailers is a challenging landscape for many brands, placing constant pressure on margins and resources. Managing seasonal releases, large sales teams, samples, inventory, marketing and educational assets, as well as diverse distribution channels, is time-consuming and unrelenting. That’s where Brandscope comes in—simplifying wholesale operations and empowering brands to scale with confidence while protecting profits. It’s simply better business.

The Brandscope Advantage

Brandscope is a global B2B e-commerce wholesale sales and marketing platform that delivers a more economical, collaborative, and sustainable way for brands to trade with retailers. By combining advanced digital tools with intuitive design, Brandscope expedites the transition away from expensive, cumbersome traditional sales and marketing methods and ushers in a new dawn of improved operating profits and efficiencies. 

As its core offer, the platform enables brands to:

• Sell More — Empower collaboration between sales people and retailers to drive pre-book, refill, and clearance sales with greater efficiency and immediacy.
• Reduce Costs — Cut overheads associated with wholesale operations by reducing printed catalogues, minimising samples, empowering sales teams and controlling inventory
• Market & Educate — Manage storage and dissemination of digital marketing and educational assets to drive brand awareness, product education and sell-through.
• Expand Distribution — Unlock opportunities both globally and domestically by connecting brands with quality retailers who want to sell your products and establish profitable, long lasting trading relationships.
  

Brandscope streamlines wholesale operations by centralising trade on a single, aggregated hub where brands and retailers can collaborate to review and purchase pre-book, refill and clearance lines and manage marketing and educational assets. 

The sophisticated, yet intuitive platform, provides a better way for brands and retailers to interact in a highly competitive and constantly evolving world of wholesale, domestically or globally. 

Brandscope integrates into the world’s leading ERP (e.g. SAP, Netsuite, Cin7, Microsoft) and D2C (e.g. Shopify, Bigcommerce, Magento) platforms to fully automate data flows across orders, inventory, payments, product and processing status to reduce administration overheads and processing errors. 

The system offers a powerful alternative to bespoke B2B development, offering “out of the box” functionality that is tailored to suit both emerging and globally networked brands engaged in wholesale trade. 

Key Features Beneficial to Wholesale Brands

• Seasonal Releases – Management of pre-book, refill and clearance release cycles, where sales representatives and retailers collaborate effortlessly on sales and marketing initiatives 24/7 to drive maximum results.
• Integrations – Seamlessly connect Brandscope to your ERP, D2C and POS system to streamline data flows and reduce error.
• Whiteboard Merchandising Planner – Visualise assortments across month, category, colour and price and ensure comprehensive multi-month purchasing.
• Superfill EDI Automated Refill – Automate replenishment to keep bestsellers in stock and sales flowing.
• Barcode Scanning Refill – Simplify the reordering process in-store with mobile-enabled scanning.
• Digital Media Management – Empower retailers to self-manage data sourcing and asset management for their D2C, POS and social media platforms to better support the sales and marketing of brands.
• Payment Gateway – Manage and automate wholesale payments for a smoother, more secure transaction experience.

Proven Success

Brands across fashion, footwear, sports, outdoor, and lifestyle industries have transformed the way they go to market using Brandscope. 

Brand Collective, having secured the Reebok brand from the Adidas group, is a powerful example of this transformation. 

Historically, Reebok activated pre-book releases using legacy systems, relying on printed selling tools such as order forms, catalogues and look books. The preparation of these tools was time-intensive, consuming limited in-house resources and slowing down the efficiency of launching collections and collating orders—ultimately restricting the brand’s growth.

“Our business model is heavily oriented towards pre-booking”, outlines National Sales Manager, Stuart Wright. “The ERP module available to us lacked the functionality required to support the nuances of this type of selling. It’s a very visual and collaborative process between our internal and external sales team and our retail partners. We also wanted to adopt a more sustainable wholesale model and divert the need for traditional sampling and cataloging to something more digital. We began the due diligence process to find a suitable vehicle and Brandscope emerged a solid contender based on market feedback and review of alternate options, both domestically and internationally,”  adds Staurt Conlan, Head of Reebok Wholesale.

The integration of Brandscope delivered immediate improvements in efficiency, with orders now flowing directly into the AP21 ERP—eliminating manual order forms and the inevitable complications of data importation. Beyond operational gains, Reebok has strengthened its connection and immediacy with retailers and agents, enabling the seamless launch of injection collections that drive newness and fuel the brand’s rapid growth in popularity.

The results were transformative:

• 60% Improvement in operational efficiencies 
• 27% Growth in pre-book orders

Testimonial:
“The Brandscope B2B e-commerce platform has been instrumental in stimulating and managing Reebok’s growth potential in the independent wholesale marketplace. It’s delivered considerable operational efficiencies, was a streamlined rollout and has been embraced by our Retailer and Agent partners as an intuitive and effective sales and marketing tool.”  Staurt Conlan, Head of Reebok Wholesale

Read the full case study here.

Driving Smarter Wholesale Success

Building on the holistic approach offered through the LION Digital partnership, Brandscope ensures that wholesale operations are just as streamlined and intelligent as online growth strategies. Navigating the wholesale landscape doesn’t have to be complex—Brandscope provides a purpose-built e-commerce B2B sales and marketing platform that simplifies every aspect of wholesale operations, allowing brands to focus on strengthening retailer relationships while confidently scaling their wholesale business.Trusted by industry-leading companies such as Yeti, Nike, Adidas, Dometic, Calvin Klein, Rossignol, Nitro, Lee, Wrangler and many more, Brandscope empowers brands to Sell Smart, Sell Easy, Sell More—unlocking sustainable growth, profitability, and operational excellence across their wholesale channels. If you’re ready to see how Brandscope can elevate your wholesale business, Book a Demo today.

Most retail brands sell their products in two markets: online and offline. They are both very competitive and crucial for success. LION Digital helps businesses grow online through effective marketing campaigns. But what about your physical presence? To help eCommerce brands secure prime retail locations at the right price, we have partnered with Your Leasing Co., Australia’s leading commercial leasing specialists. They support tenants in finding the ideal shop, office or warehouse and negotiate the best lease terms. A great partner for LION Digital to bring our clients maximum profitability, on- and offline.

Solving the Tenant’s Dilemma

Most business owners are experts in their industry, not commercial leasing. It puts them in a disadvantaged position when dealing with experienced landlords and property agents and creates what Your Leasing Co. calls the “Tenant’s Dilemma”. Most businesses prioritise convenience over cost, missing out on significant savings and better lease terms.

Your Leasing Co. was created to level the playing field. Working for over 25 years in the commercial and retail leasing industry, they give business owners the same market data and negotiation advantages typically reserved for landlords. They work exclusively for tenants and don’t receive any commissions from landlords.

How Your Leasing Co. Delivers Results

Your Leasing Co. operates on three core principles: Save Time, Save Money and Add Value. They know how landlords think and operate and have the expertise to achieve the best outcome for their clients in terms of price and lease terms.

Your Leasing Co. offers a comprehensive approach that addresses all challenges faced by retail businesses expanding or renewing their leases. What they do:

• Complete market research and property inspections. They search for sites, organise inspections and create shortlists so you can choose from the best options.
• Expert negotiation on your behalf. They handle all conversations with landlords and negotiate on your behalf with your interests in mind. 
• Finding off-market opportunities. Your Leasing Co. team is always on top of market developments and has access to  deals that aren’t publicly available.
• Deal optimisation. They maximise value through rent reductions, fitout contributions, rent-free periods, and a variety of negotiable lease terms. 
• Documentation management. They check everything and ensure the final lease reflects exactly what was negotiated.

Consistent Results for Every Business

Your Leasing Co’s. track record speaks volumes about their effectiveness across various retail sectors. Here are just some of their work examples:

• King IT achieved $64,817 in total savings, including $61,730 in rent savings and $3,087 marketing levy savings. Plus the annual rent reviews down to 2% with no survey fees charged.
• Just Sunnies achieved $45,513 in total savings over a 5-year lease period. This included $24,298 in net rent savings, a $20,000 fitout contribution and a 2-week rent-free period, plus favourable annual rent reviews at just 3%.
• Aquira Wealth Partners secured $38,535 in savings over five years, including $22,785 in net rent savings, a $15,750 cash contribution and complete fit-out and furniture inclusion with no personal guarantees required.

These client success stories demonstrate consistent value delivery. Your Leasing Co. always manages to secure better lease terms and bring substantial savings.

The Smart Partnership for Retail Growth

The collaboration between LION Digital and Your Leasing Co. creates a comprehensive solution for businesses expanding into or optimising their retail presence. While LION Digital works on your online performance through expert eCommerce development, digital marketing and customer acquisition, Your Leasing Co. ensures your physical locations are strategically positioned and financially optimised.

Together, we address both sides of modern retail success, building high-converting on- and offline stores. We want LION’s clients to have expert support for both digital and physical growth strategies, and this partnership with Your Leasing Co. helps increase profitability across all channels.

Ready to Update Your Retail Strategy?

Contact LION Digital today to learn how our partnership with Your Leasing Co. can benefit your brand. Whether you’re an eCommerce brand looking to expand into retail, a multi-site operator who needs professional lease management, or an Australian retailer seeking to optimise your operations, we can help your business scale.

Ecommerce has got a major upgrade. This year, OpenAI launched two impressive features: ChatGPT Shopping that lets users search and compare products and ChatGPT Checkout that allows shoppers purchase goods directly through conversational AI. Instead of jumping between multiple websites and tabs, users can now ask ChatGPT to search across different platforms for product recommendations and also add specific requirements to refine the results. And if they go to a specific site for purchase, an AI-powered bot will lead them through the payment process, apply discounts, and provide shipping information.

It’s the beginning of conversational commerce, when artificial intelligence becomes your personal shopping assistant. For retailers and eCommerce brands, it means more competition while also more opportunities in digital marketing.

Product Shopping with AI: How It Works?

The ChatGPT Shopping tool transforms product discovery into a conversation. Users can ask questions like “What’s the best laptop to buy for work?” or “Show me the best sofa bed under $1500” and receive curated product recommendations with detailed information.

The AI shopping app analyses purchase intent in real time, considering query content, commercial relevance, reviews, and product popularity across merchant sites. The results come in a carousel of product cards, each with a high-quality image, current pricing, customer reviews, technical specifications, and a list of merchants where you can buy that product. ChatGPT Shopping assistant may also provide helpful tags like “Popular” or “Budget-Friendly” and ratings. 

What makes this different from traditional search is the conversational flow. Shoppers can ask follow-up questions and refine their buying criteria. They can specify budget constraints or brand preferences or tell what resources to use when choosing products. It’s an ongoing dialogue that helps narrow down the perfect product and gives ChatGPT more info about users’ preferences to create a better-customised search feed next time.

The tool also provides explanation sections like “Why you might like this” and “What people are saying” to clarify the AI’s reasoning and guide purchase decisions.

Chatbot Shopping vs. Google Shopping

At first glance, ChatGPT Shopping looks similar to Google Shopping since both show product cards with prices and retailer options. However, the core difference is how the results are chosen. 

Currently, the ChatGPT Shopping feed is entirely organic—no paid placements like in Google Shopping. AI shopping helper selects products based purely on relevance, popularity, and data quality, so retailers can’t pay for prominent positioning. This creates a more unbiased shopping environment: the best-matching products naturally get to the result feed.

While Google’s algorithms weigh paid campaigns and SEO signals, ChatGPT Shopping assistant relies on natural language processing. It feels more like consulting a knowledgeable friend or an industry expert than searching a database.

Furthermore, the ChatGPT Shopping feature can be added into Shopify stores, completely transforming the way people shop online.

ChatGPT Checkout System: A Powerful Tool for Shopify Stores

The shopping experience doesn’t end with finding the right product, and ChatGPT now can lead shoppers all the way through checkout. This is what the Shopify ChatGPT Checkout system offers—a comprehensive solution.

Instead of browsing through endless product pages and adding everything into the shopping cart, customers just talk to ChatGPT-powered bots embedded on Shopify storefronts.

These AI assistants handle every aspect of the buying process:

• Product discovery. Customers describe what they need in their own words and receive instant recommendations—a specific product or a list of products that match the description.
• Queries resolution. If customers have questions about sizing, stock availability, fit, shipping times, or return policies, the AI provides all the requested info like a knowledgeable sales associate would in a physical store.
• Recommendations. Based on customer preferences, purchase history, and current trends, the AI chatbot suggests complementary products or upgrades that may add value to the purchase.
• Discount application. The ChatGPT Checkout system can automatically detect and apply available discounts and promotional offers during the conversation.
• Payment. Once customers confirm their selections, the AI guides them through a secure payment process within the chat interface. It doesn’t redirect you to a separate checkout page—you enter your payment details in chat, and the bot confirms the purchase.
• Post-purchase support. The AI sends order confirmations, shipping updates, and helpful care instructions after the payment is complete.

That’s the “magic” of the Shopify integration with ChatGPT Checkout. AI gets access to Shopify’s structured database of products and leverages its payment system. Shopify merchants get a smart tool to reduce cart abandonment, lower customer acquisition costs, and improve conversion rates. Customers get an easy way to find, choose, and buy products. It really is a new era of online shopping.

What It Means for eCommerce Brands

The use of AI in shopping changes everything in marketing strategies. ChatGPT Shopping could potentially redirect significant traffic away from Google and major marketplaces, so brands must find ways to appear in this new AI-driven shopping search engine.

Since results are selected based on relevance, popularity, and data quality, merchants need to focus on creating meaningful content and building a trustworthy reputation. Their products need to show up in context-relevant, high-trust places: editorial ratings, forums, review platforms, and other resources AI systems learn from.

As the shopping feature is new, OpenAI welcomes retailers to submit product feeds directly to ChatGPT. The system has not yet been launched, but brands can send their applications now to stay ahead of the competition.

For Shopify merchants, ChatGPT Checkout integration is a must now. You can use Shopify apps powered by ChatGPT or build a custom GPT and connect it via Shopify’s API. Either way, AI checkout systems give an opportunity to create exceptional shopping experiences for customers that make your store stand out.

However, these AI shopping innovations call for new optimisation strategies. With AI-powered shopping on the rise, traditional SEO alone is not enough. Advanced marketing agencies, like LION Digital, are now exploring GEO (Generative Engine Optimisation) or LLMO (Large Language Model Optimisation) and looking at overall customer “search” opportunities. This approach focuses on maximising brand visibility within an AI-generated shopping feed. The main aspects to work on:

• Clear, detailed titles and descriptions
• Up-to-date availability, pricing, shipping costs, and return policies
• High-quality images and verified reviews
• Well-structured content using natural, conversational language.

AI favours content that fits naturally into dialogue, so product pages should address real-world questions like “Which office chair works best for remote work?” rather than generic terms like “office chair”.

At LION Digital, we stay ahead of current digital trends and create customised SEM strategies for each client using advanced marketing tools. Our team monitors updates and AI shopping innovations to integrate these developments into our work. Our goal is to help brands position themselves effectively in current markets, and since conversational commerce is becoming the norm, we adapt our approach to ensure their businesses succeed in this new reality, too.

Looking Ahead to Conversational Commerce

ChatGPT Shopping is just the beginning. Other platforms are also working in this direction. Perplexity chatbot now offers shopping recommendations for Visa users. Google has already integrated generative search and is doubling down on AI-powered shopping.

The future of eCommerce is evolving. Conversations are replacing clicks, and smart recommendations are replacing static results. Brands must evolve alongside these tools to stay competitive. If you’re ready to adapt to the future of eCommerce, contact our team for a personalised consultation. With a flexible multichannel marketing plan and a carefully crafted SEO strategy, LION Digital can help your brand stand out and lead the market.

The Australian marketplace sector has exploded, with platforms like Amazon, eBay, and Big W now capturing $16 billion in annual spending and representing 39% of all online sales. Retailers can’t miss this opportunity to sell on high-traffic platforms—they must go multichannel, but they need the right tools. 

ChannelWiz offers a tailored solution built for retailers by retailers who’ve navigated marketplace challenges firsthand. Founded by the team behind KG Electronic, which has operated successfully across marketplaces for over 18 years, ChannelWiz not just connects businesses to marketplaces but helps them thrive there.

Transforming Marketplace Operations

ChannelWiz emerged from the daily struggles KG Electronic’s team faced selling across Australia’s major platforms. Tired of the limitations of existing tools, they decided to build their own solution—one that actually understood the complexities of Australian marketplace operations.

ChannelWiz focuses on real-world retail challenges. Unlike plug-and-play integrations that leave you stranded after setup, it provides an ongoing partnership for marketplace success.

ChannelWiz can help with:

• 25+ marketplace integration. Connect to Amazon, eBay, Etsy, MyDeal, Kogan, and more. ChannelWiz experts handle the technical setup and ongoing maintenance, backed by decades of experience.
• Inventory and order management. Synchronise stock levels and processing workflows across all channels. ChannelWiz eliminates the chaos of managing multiple systems and prevents overselling disasters.
• Product optimisation. Get insights from successful marketplace operators to enhance listing visibility and conversion rates. ChannelWiz provides guidance tailored to each platform’s unique algorithms.
• Promotions management. Run promotional campaigns at optimal times across all channels. ChannelWiz analyses marketplace competitive dynamics and ensures promotions go live at the right moment. 
• Professional guidance. Access hands-on support from retailers who’ve solved the same challenges you’re facing. ChannelWiz provides expert advice, not generic responses from scripts.

Proven Results from Retailers

ChannelWiz’s effectiveness is demonstrated by its impressive client outcomes across various retail sectors. Heath Tully, Teamhead Ecommerce at Puma, highlights ChannelWiz’s proactive approach to finding better operational methods that deliver growth and efficiency. Similarly, Paul Nieuwenhuys from Hooked Online credits the platform with completely transforming their online sales management to scale.

Retailers using ChannelWiz are already seeing results and recommending it to others. That’s why, at LION Digital, we are excited to bring this tool to more of our clients. As part of our mission to help brands grow locally and globally, we’re proud to work with ChannelWiz and offer retailers a more practical, smarter solution for scaling across marketplaces.

The Power of Combining Expertise

LION Digital and ChannelWiz complement each other perfectly to deliver comprehensive retail success. While LION handles end-to-end digital marketing and campaign execution, ChannelWiz empowers the operational side—ensuring clients are set up, optimised, and supported on the platforms that matter most. Together, we deliver measurable growth across your entire customer journey, from marketplace discovery to final purchase and beyond.

Our partnership comes at a crucial time for Australian retailers. With 71% of Gen Z and 63% of Millennials planning to increase their marketplace shopping over the next five years, businesses that fail to establish strong marketplace presence risk missing significant growth opportunities. At LION Digital, we ensure our clients stay ahead of the curve and get the right tools to capture this growing demand.

Capitalise on Australia’s Marketplace Revolution

Contact LION Digital today to discover how our partnership with ChannelWiz can transform your business performance. Our team of eCommerce specialists will review your current multichannel strategy and identify specific opportunities where ChannelWiz can make a significant impact.

Take advantage of Australia’s marketplace boom and accelerate your revenue growth by leveraging LION Digital’s expertise and strategic partnerships.

Technology changes the way we live, think, and do business. Having a website and a social media page is not enough now to capture and convert your target audience. Today’s consumers interact with brands across 15 – 20 touchpoints before purchasing. They seamlessly switch between devices, platforms, and media: researching on mobile on the way to work, comparing options on their laptop at lunch, and making final decisions while browsing social media at home. In this reality, businesses must find a new approach to their marketing. They need a multichannel strategy that meets customers wherever and whenever they’re ready to engage.

What is Multichannel Marketing?

Multichannel marketing uses multiple communication platforms to promote products or services under a unified marketing strategy. Each channel plays to its strengths but collaborates with others to target prospective buyers.

At its core, multichannel marketing is about creating a comprehensive presence to ensure customers discover your brand, whether browsing social media, checking email, or googling.

Multichannel vs. Omnichannel vs. Cross-Channel Marketing

The terms are often confused and used interchangeably, but they mean different marketing approaches.

Multichannel marketing uses multiple independent channels, each functioning separately with minimal coordination. The goal is to maximise reach by providing various touchpoints for customer interaction. For example, a retailer might run an email campaign to promote current sales, use social media ads to showcase new products, and sell some collections in-store with a discount. There is no consistent messaging across channels, but each campaign contributes to increasing sales.

Omnichannel marketing connects all channels to create a seamless, unified customer experience. Every interaction point maintains consistent messaging asa part of one journey. A customer might browse products on a mobile app, receive a personalised discount for that specific collection via email, and complete their purchase in-store using a discount code from the email. Here, each touchpoint builds upon the previous interaction.

Cross-channel marketing serves as a middle ground between multichannel and omnichannel approaches. Multiple channels interact and coordinate with each other to create cohesive customer experiences. However, the connection isn’t as comprehensive as with omnichannel marketing. For instance, customers see social promos about some products and receive emails with discount codes for the same products. They can use those discounts online or in-store. All channels work around the same messaging, yet maintain some independence.

Multichannel Marketing Advantages

Multi-channel approach allows you to reach a wider audience and provides valuable insights into your ideal customers. It helps your brand connect and resonate with prospective buyers, boosting conversions and driving sales. 

Let’s explore what exactly your business may achieve.

Enhanced Customer Reach and Visibility

Multichannel marketing dramatically expands your potential audience by engaging customers across several communication platforms. You can use YouTube for detailed product demonstrations, TikTok for trend-based awareness campaigns, LinkedIn for B2B relationship building, etc. These different channels bring different audiences. Gen Z consumes content through TikTok and Instagram, Boomers remain active on Facebook and shop in-store, while Millennials will likely Google your brand’s website for shopping. 

More channels convert into more potential customers.

Improved Customer Experience

Modern consumers expect seamless, personalised interactions across all touchpoints. Multichannel eCommerce marketing enables brands to provide consistent experiences while tailoring content to each platform’s unique characteristics and user behaviours. Ultimately, multi-channel now transforms into a cross-channel strategy, where customer data from one channel informs and enhances experiences on others. It helps build stronger emotional connections between consumers and brands.

Data-Driven Insights for Attribution

Various channels generate diverse data sets that provide comprehensive insights into customer behaviour, preferences, and purchasing patterns. 

Advanced attribution modelling helps marketers understand the true impact of each channel on conversions and customer lifetime value. Cross-channel data analysis enables more informed budget allocation and strategy optimisation.

Risk Mitigation and Diversification

Relying on a single marketing channel creates significant vulnerability to algorithm changes, platform policy updates, or market shifts. Multichannel strategies provide essential protection by distributing risk across multiple platforms and approaches.

When one channel experiences reduced performance, other channels can maintain consistent lead generation and revenue streams. It ensures business survival and stable growth.

At LION Digital, we’ve assisted many eCommerce brands that relied on a single or too few marketing channels and were losing revenue. One standout scenario involved a newly acquired business that could not advertise on paid media because of a prohibited category, hadn’t activated email marketing, and lost organic search visibility because its website went down. Their primary revenue stream was gone, and it paralysed the business. 

Thanks to our multichannel expertise, LION was able to resolve the issue quickly. We rebuilt their SEO visibility and marketing campaigns and got the client’s revenue back up to where it was in 30 to 60 days.

Shorter conversion time

The marketing principle of effective frequency suggests that consumers need multiple exposures to advertising messages before taking action. Some studies indicate up to seven touchpoints for initial awareness and significantly more for conversion.

Multichannel presence creates natural opportunities for repeated exposure through diverse contexts. Customers might discover your brand through social media posts, search results, email communications, and display advertising. 

Repeated exposure across multiple channels significantly reduces the time between initial awareness and final conversion. 

Better Overall Results

Multichannel marketing creates synergistic effects where individual channel performance combines and amplifies overall results. Advertising might generate initial website traffic, while SEO nurtures those visitors through tailored content and thoughtful website structure, and retargeting social campaigns capture those who showed purchase intent but didn’t immediately convert.

Each step complements another to move prospects closer to purchase decisions. This integrated approach drives higher conversion rates than what individual channels can provide in sum.

The Challenges of Multichannel Marketing

Despite its significant advantages, multichannel marketing may be hard to implement due to several complex challenges:

• Strategic approach. Many agencies and brands see multichannel marketing as a simple distribution of content across multiple platforms. However, you won’t get the desired results without strategic planning across all channels. Marketers should consider how customers move between channels and how these touchpoints should work together to guide prospects through the buying journey. 
• Technical hurdles. Managing multiple channels simultaneously requires sophisticated coordination to maintain consistent messaging, adapt content for each platform, and analyse the results. This approach involves new technology platforms, data management systems, and organisational processes that some companies aren’t prepared to implement.
• High resource requirements. Successful multichannel marketing demands significant investments in time, personnel, and technology. Each channel requires specialised knowledge, dedicated content creation, and ongoing optimisation. That’s a whole team of experts. Moreover, all channels should stay connected and contribute to one goal, so you can’t distribute the tasks to different departments.
• Attribution problems. Determining which channels deserve credit for leads and conversions becomes increasingly difficult as customer journeys span multiple touchpoints. Without proper analytics and attribution modelling, you may just lose money on ineffective channels and get disappointed in the multichannel approach.

Building a Multichannel Marketing Plan

Multichannel marketing is complicated and resource-consuming. It requires a clear strategy, expert execution, and ongoing performance analysis. Ultimately, it requires a professional approach with a dedicated team working on each course – that’s what we do at LION.

As a leading marketing agency, we help brands craft tailored multichannel strategies that drive results. You can expand your reach, speed up conversions, and build long-term customer relationships. 

Contact our team to start building an efficient multichannel plan. It’s your chance to dominate the market!

As eCommerce evolves toward more interactive and custom experiences, Preezie helps brands confidently navigate this transition. Born from a vision to bridge the gap between in-store and online shopping services, Preezie’s platform delivers conversational search, instant answers, tailored recommendations, product comparisons, and personalised sizing advice. Its innovative AI-powered shopping assistant successfully turns browsers into buyers. Now partnering with Preezie, LION Digital helps businesses benefit from conversational commerce capabilities that drive measurable results.

AI-Powered eCommerce Transformation

eCommerce is a very competitive landscape, and exceptional customer experiences are one effective way to differentiate a brand. Preezie’s platform transforms standard online shopping into interactive, personalised journeys and helps businesses strengthen customer trust, improve engagement, and dramatically increase conversions.

Replicating In-Store Service

Preezie’s platform goes beyond traditional search functionality by delivering human-like conversations. Shoppers can ask questions like “What goes with this jacket?” and the shopping assistant will provide accurate sizing and styling advice with AI-driven insights. Offering tailored product recommendations in real time and enabling direct add-to-cart actions from the chat, Preezie helps increase conversion rates by up to 110%. It also leverages cross-sells and dynamic bundling, improving average order value by 7%.

Tailored Support Across the Customer Journey

Preezie supports and guides shoppers every step of the way, from product discovery to final purchase decisions. The AI assistant operates within your tone and guidelines and handles all shopping interactions, including FAQs, shipping, and returns inquiries. It provides real-time support, reducing service tickets and call centre traffic and freeing staff for high-value tasks.

Quick Start and Seamless Integration

Preezie’s AI shopping assistant offers a straightforward setup, requiring no developer assistance. The platform automatically scrapes product data, maps attributes, applies brand styling, and implements guardrails to launch your AI assistant as quickly as possible. It integrates directly with your existing tech stack, whether you’re using Shopify, Magento, BigCommerce, or a custom solution.

You can customise and optimise AI shopping assistant responses to suit your business goals. Detailed analytics from chat transcripts help uncover valuable shopper intent, pain points, and trends to inform broader marketing strategies and ensure revenue growth.

Proven Impact with Real Success Stories

Preezie’s powerful effect is best demonstrated through the success of Blue Bungalow, one of Australia’s leading fashion retailers. They wanted to replicate their personalised in-store shopping experience online, help shoppers navigate a vast catalogue easily. They needed a solution that would reduce pressure on support teams and find relevant product alternatives quicker, eliminating endless browsing.

Blue Bungalow achieved all that and even more by implementing Preezie’s conversational AI assistant. The results speak volumes:

• Time spent on site doubled
• Add-to-cart rate is up by 40%
• Conversion rate increased by 85% to 110%
• Average order value rose by 7%.

Rafaëlle Champagne, eCommerce Manager at Blue Bungalow, was impressed by the stats and Preezie’s capabilities, remarking: “You can shop our whole website without ever leaving the homepage!” And that’s an accurate description of how Preezie can transform your online store.

Enhancing LION Digital’s Services with AI Technology

LION Digital’s strategic partnership with Preezie offers a unique opportunity for clients to enhance their eCommerce experience with innovative AI-powered tools. You’ll gain access to a powerful platform that delivers:

• Fast deployment with automated setup.
• Instant personalisation through AI-driven sizing, styling, and product recommendations.
• Proven double-digit lifts in conversion rates.
• 24/7 automated support that slashes support tickets.
• Actionable shopper insights to fuel targeted optimisations.
• Seamless, brand-safe integration across all major eCommerce platforms.

While LION Digital excels at building and optimising stores, running multi-channel campaigns, fine-tuning UX, and driving targeted traffic to your store, Preezie seamlessly integrates to capture those visitors and turn them into buyers.

Together, we deliver measurable uplift across lead generation, on-site engagement, and post-purchase satisfaction, driving revenue growth for medium and large eCommerce businesses.

Contact LION Digital to Boost Your Revenue Growth

At LION Digital, we pride ourselves on hand-selecting quality partners that can amplify our customers’ performance. Our collaboration with Preezie is your chance to increase traffic acquisition and transform it into conversion growth. 

Contact LION Digital today to schedule your personalised consultation. Our team of eCommerce specialists will evaluate your current setup and identify key opportunity areas where conversational AI can drive immediate impact for your brand.

Take the next step in your digital commerce evolution and see how AI-powered shopping assistance can enhance your customer experience, boost conversion rates, and increase average order values across your entire product catalogue.

Digital marketing success for eCommerce relies on accurate measurement and optimisation of marketing initiatives. Marketers use a long list of metrics and calculations to track and drive marketing efficacy, although the main goal is always the same: driving revenue. At the same time, two metrics, ROAS and MER, have recently dominated strategic decision-making in measuring and optimising growth.

The Marketing Efficiency Ratio (MER) and Return on Ad Spend (ROAS) each offer a unique lens for evaluating marketing performance. These metrics help you measure the effectiveness of your advertising efforts and make smarter strategic and tactical decisions across channels. While they serve different purposes, MER and ROAS may seem similar, so it’s easy to get confused about which one to use. That’s why understanding when and how to apply each metric is essential in the path of driving growth.

This article will define MER and ROAS in marketing, consider their principal differences, and clarify when and why Marketing Efficiency Ratios vs Return on Ad Spend should be used.  

What is MER (Marketing Efficiency Ratio) in marketing?

MER (Marketing Efficiency Ratio, sometimes called “Media Efficiency Ratio”) is the highest-level blended metric related to marketing performance, providing a holistic view across all channels. By definition, the primary meaning of MER in marketing is to express marketing efficiency on a business scale and not be limited to a separate marketing campaign scale. MER is a holistic metric for the overall strategy taken care of at the CMO level.

How to calculate MER?

MER metric evaluates overall marketing efficiency by comparing total revenue generated from all marketing efforts against the business’s total marketing expenses, including marketing costs. Therefore, the calculation of the Marketing Efficiency Ratio could be done by dividing the total revenue generated by marketing by the total spend on marketing channels involved in developing this revenue:

MER = TOTAL MARKETING REVENUE / TOTAL MARKETING SPEND

For instance, a business that invested $100,000 in all digital marketing channels, including but not limited to social media and email, generated a $500,000 return. The Marketing Efficiency Ratio is equal to five, or $5 for every dollar invested. 

What is ROAS (Return on Ad Spend) in marketing?

ROAS is a lower-level granular metric that provides an overview of marketing efficiency on a channel, campaign, specific format, or whatever scale you prefer. The meaning of the ROAS for eCommerce marketing is highlighting short-term performance and profitability by demonstrating the immediate revenue generated for each dollar spent on a specific campaign or channel. 

ROAS calculation for paid ads

ROAS (Return on Ad Spend) measures the revenue generated per dollar spent on a specific marketing unit. To calculate ROAS in marketing, simply divide the revenue generated by a single Paid channel or campaign by the total ad spend of the same channel or campaign:

ROAS = TOTAL AD CAMPAIGN REVENUE / TOTAL AD CAMPAIGN SPEND 

For instance, a business that invested $20,000 in Ads on Amazon generated a $100,000 return. The Return On Ad Spend is five or $5 for every dollar invested.

Difference between ROAS vs MER

By now, the difference between MER and ROAS should be evident. To sum up:

	MER	ROAS
Scale	Macro	Micro
Role	Strategy and profitability	Tactics and efficiency
Measures	Long-term results for all marketing	Short-term results per channel or campaign
Considers	All marketing expenses and revenue	Individual marketing channels, campaigns and their revenue
Determines	Overall marketing efficiency	Optimal advertising channel

When to Use MER vs ROAS

The advantage of using MER is its simplicity in quickly assessing the financial health of marketing efforts. MER could be applied in decision-making when the marketing budget is tight; there is a need to highlight results for investors or evaluate choices applied throughout omnichannel campaigns, such as changing the messaging, launching an initiative to a new audience, rebranding, or expanding to a new market. MER may help you to understand whether the exact change made across all channels actually impacted the results on the business scale. MER is better when scaling brand, evaluating blended performance or working with hard-to-attribute channels such as social media influencers or email. 

However, ROAS would help when you need to zoom in to determine what impact those changes made to separate channels and which channels reacted the best to the experiments. Thus, if you need to enhance campaign performance by uncovering trends and opportunities, optimising the budget allocation relying on concrete data, or achieving better results by focusing the resources on the best-performing campaigns, ROAS is your metric. It is indispensable when testing ad creatives, managing search engine marketing and social ad campaigns, and operating on a tight budget.

Developing proficiency in both metrics allows businesses to balance short-term marketing wins and long-term revenue increases. If you need help choosing the right metrics applicable to your business processes, LION’ seasoned eCommerce digital marketing consultants would guide you on this path.