Case study · Ecommerce / Kids & Family
Micro Scooters is a household name on the high street and in John Lewis aisles, but most of its sales went through third-party stockists. We rebuilt its paid and organic engine so the brand's own store became the place families buy, lifting DTC revenue 3.4x and reclaiming control of its peak-season demand.
Visit micro-scooters.co.uk ↗The brand
Micro Scooters is the UK's best-known name in kids' and family scooters, the three-wheelers you spot on every school run and the grow-with-me ranges parents pass between siblings. Stocked in John Lewis, Halfords and Selfridges, the brand had national recognition but a direct store that punched below its weight, with much of that demand captured by the very retailers it supplies. The opportunity was clear: convert a famous name into a famous shop, and own the customer relationship from first search to repeat purchase.
The challenge
Micro Scooters sat in an awkward bind: as both manufacturer and retailer, it was bidding for attention against the third-party stockists selling the identical products, often outspending its own store and diluting the brand's message in the process. Search results for "Micro Scooter" were crowded with resellers, gifting demand spiked hard at Christmas, and scooters are a considered purchase that rarely converts on the first click. To grow DTC, we needed to win visibility against its own distribution network, protect margin through the promotional calendar, and shorten a naturally long path to purchase, all without cannibalising the wholesale relationships that built the brand.
A brand this well known should never have to buy back its own customers from the shops it supplies. We made the Micro store the obvious place to land.
The approach
We rebuilt Google and Bing PPC to take back high-intent branded and category terms from third-party stockists, anchoring the brand's own store at the top of the journey for both gifting researchers and ready-to-buy parents.
Branded CTR +62%Shopping and display campaigns put the full scooter range in front of shoppers as imagery, not just text, which mattered most through the Christmas build-up when design and presentation drive gifting decisions.
Shopping ROAS 5.8xBecause scooters are researched before they are bought, we layered structured remarketing across search and social so visitors who didn't convert first time came back to a relevant, timely message instead of a competitor's ad.
CPA -41%Flash sales, seasonal offers and promotional rotations were managed in real time, with bids and creative adapting to each push so efficiency held up across the brand's busiest and most competitive trading weeks.
Peak sales +150%The results, in depth
Every channel, before and after — an audited view of where the growth actually came from.
The craft
