Retail & E-commerce Marketing Agency | NUUN

Quick answer

NUUN Digital's Retail & E-commerce practice serves DTC brands, multi- channel retailers, marketplaces, and omnichannel operators with full-funnel acquisition, retention, replatforming, shopper analytics, and retail media. We measure on revenue, margin, and return rate — not platform ROAS dashboards alone.

LTV-first

Cohort LTV and CAC payback leading KPIs

Core Web Vitals

Performance budgets shipped on every build

Incrementality

Retail-media measurement with geo-holdouts

Omni-attribution

MMM + MTA triangulated for retail

What retail & e-commerce clients hire us for

Full-funnel acquisition and retention tied to LTV across paid media, email, SMS, and retention creative. Replatforming — headless commerce migrations on Shopify, commercetools, BigCommerce, or custom. Shopper analytics across segmentation, attribution, basket analytics, and predictive LTV. CDP and activation — unified shopper profiles across retail, e-commerce, and marketing channels. Retail media — strategy, onsite ads, and off-platform extension for retailers with retail-media businesses. Brand and category strategy, especially for DTC scaling into retail and retailers expanding private label.

What's different about retail at NUUN

We measure on revenue, margin, and return rate. Platform ROAS is the starting number; the ending number is contribution margin after returns, refunds, and fulfilment. Our attribution stack is built to see the full picture.

Replatforming without downtime. Our engineering team has delivered Shopify Plus, commercetools, and custom replatforms with SEO-preservation protocols, 301 maps, and performance budgets baked in. Shopper panels for category research — for retail strategy work, we tie survey research to behavioural data through our CDP and analytics practice, so category decisions aren't based on stated preference alone.

Named methods we apply in retail & e-commerce

LTV-first cohort modelling with CAC payback and contribution margin reports. MMM + MTA hybrid attribution with geo-holdout validation. Retail-media incrementality testing. Shopper segmentation tied to addressable activation. Headless commerce replatforming with SEO-preservation and Core Web Vitals gates. Predictive return-rate models for apparel and size-sensitive categories.

Segments we work across

DTC brands (beauty, apparel, home, wellness, pet) · Multi-channel retailers · Marketplaces and aggregators · Retail media operators · Grocery and consumables · Specialty retail · Off-price and outlet · Luxury and premium · Quick-commerce.

Selected work

Retail loyalty app relaunch — Native iOS + Android loyalty app rebuild.
Confidential retailer — Headless commerce replatform → page speed up [X]%, conversion up [X]%. Read case →
Anonymized — marketplace — CDP + attribution rebuild → reallocated media to higher-LTV cohorts; incremental margin lift of [X]%. Read case →

Sources & further reading

IAB — retail media guidelines (industry standards for retail media)
Google — Core Web Vitals (performance gates applied to every replatform)
Shopify Plus — enterprise commerce documentation (reference commerce platform)
commercetools — headless commerce documentation (reference headless commerce platform)
MASB — marketing accountability standards (measurement standards for omnichannel attribution)

NUUN Digital Retail Practice — Head of Growth, Retail. Full-funnel DTC growth, headless commerce replatforming, CDP and MTA implementation, retail-media incrementality measurement.

Retail & E-commerce FAQ.

Do you work with DTC brands, multi-channel retailers, or both?

Both. DTC brands are typically engaged for acquisition, retention, and DTC-to-retail expansion. Multi-channel retailers engage for replatforming, attribution, CDP, and omnichannel strategy. The methods overlap — the KPIs and stakeholder shape differ.

What's your position on headless commerce?

Appropriate for retailers with custom requirements, content-driven commerce needs, or performance-sensitive flows. Not appropriate for every retailer — Shopify / BigCommerce monolithic stacks still win for many. We assess honestly; headless isn't an ideology.

How do you handle SEO during replatforming?

301 mapping is week-one scope, not last-week-before-launch panic. Pre-migration technical SEO audit, parallel-environment ranking monitoring, and post-launch index rehab are standard. No replatform ships without the SEO plan signed off.

Can you measure retail-media programs?

Yes — both as a retailer operating retail media and as a brand buying retail media. Measurement stacks we deploy include incrementality testing, halo effects on total sales, and cross-channel attribution integration.

Do you work with marketplaces?

Yes. Marketplaces have unique dynamics — two-sided growth, fraud and trust programs, catalogue quality, and marketplace economics. We've delivered growth work for marketplace operators across multiple verticals.

How do you handle returns and refunds in measurement?

Returns are a line item in our margin reports, not an afterthought. We model category-specific return rates, size-related returns for apparel, and fit-perception returns — then reflect that in the attribution view shown to the CFO.

Revenue, margin, and return rate.