How Shoelace used Runneth to boost Fluff Hardware's new-customer revenue by 35.2%
In 78 days, Meta spend went up 43%, cost per purchase stayed flat, and online revenue grew 27.6%. Almost all of that growth came from new customers.
Runneth has truly been a game changer for our business. We started using it for ads, but honestly we use it for so much more now. Projects that would have taken hours of manual work get done in minutes now.
Most agencies stop at ads. Shoelace runs acquisition, retention and inventory as one system.
Acquire
Win new customers without hurting margins.
+43% Meta spend, flat CPA02Retain
Turn those new customers into returning ones.
$27.9K from email in 90 days03Inventory
Only spend on products that are in stock and profitable.
Live P&L and stock alertsNew customers drove growth
New-customer revenue jumped 35% without a dip in returning revenue. That's an acquisition-led quarter, and it's exactly what the retention work is built to compound next.
Online revenue by customer type, Jul 1 to Sep 16
84% of post-period online revenue came from new customers.
They've really taken ownership of both channels. On paid social they keep our testing sharp and our spend efficient, and on email they've helped us get way more out of our list.
Meta spend grew 43% without paying more for each customer.
Holding cost flat while spend climbs takes a steady supply of fresh, tested creative. Runneth helps meet that demand.
- Reads the scripts of every video in the account and tags what's working by hook, angle and style
- Keeps score on what's winning in testing, across active and historical ads
- Turns those wins and real customer review language into a weekly batch of researched briefs
- Runs every incoming video through an automated QA check before it ships
No other tool we've tried can actually read the scripts of the videos in our ad account. Runneth does. It even builds our next batch of creative briefs automatically based on what it sees working. Every new concept builds on what we've already learned instead of starting from scratch.
A winning Meta hook becomes next week's email.
A hook wins on Meta
Runneth spots the angle that's beating the rest in testing.
Runneth passes it on
The angle lands in the shared memory the whole team briefs from.
Email tests it next
It shows up as next week's subject line and opener.
What used to be three teams guessing in parallel is now one brain. When a hook starts winning on Meta, Runneth hands Jordan the angle for next week's email and SMS before the trend cools. The account learns once and uses it everywhere.
Email and SMS went from nothing to $27.9K in 90 days.
A quarter earlier there was essentially no email program. Shoelace built the automated flows from the brand's real purchase history, plus a real campaign calendar.
- Welcome, cart, checkout and browse abandonment flows
- About 6% of store revenue, two-thirds of it from flows
- Every campaign starts from angles already proven on Meta
Omnisend revenue by source, last 90 days
$27,936 total attributed revenue.
Email/SMS management used to mean me combing through past sends trying to remember what actually worked. Runneth took that off my plate. I plan faster, test smarter, and every send stands on what we already know works instead of a blank page.
Ad budget only goes to products the brand can ship and profit on.
This is the part most agencies never touch. Shoelace connected Katana, Fluff Hardware's inventory system, to Runneth so ad decisions run on real margins and real stock.
Live profit and loss
Full cost structure and fixed costs modeled monthly, so margins are real numbers, not gut feel.
Break-even targets
A break-even MER shows how the profitability bar moves as spend scales, with true margin per hero product.
Stock alerts
After a stockout forced an ad pause, live tracking now flags low and oversold stock on advertised products before it burns spend.
About 28 hours of recurring work handled every week.
Creative strategy
Weekly briefs, creative audits and recaps, new angles and hooks, and QA on every incoming videoCustomer insight
Review synthesis, voice of customer, product preferences and a customer service inbox digestData and inventory
Nightly data refresh, command center upkeep, and stock and reorder checks in KatanaEmail and SMS
Campaign angles, the send calendar and send-time syncConservative estimate of manual time replaced each week.
Getting set up
Shoelace connected Shopify, Meta, Omnisend and Katana, and gave Runneth a memory of the brand: 110 logged creative hypotheses and a learning log that grows every week. Now the owners see ad spend, unit margin and stock risk side by side.
Working with Shoelace to get Runneth set up has been extremely smooth. They made sure we understood every metric in our Command Center. Nothing felt overwhelming, and we were up and running fast. Couldn't have asked for a better setup experience.
They didn't automate the creative. They automated everything around it.
Runneth carries the research, briefs, QA, P&L and reporting, so Shoelace's people spend their time on the judgment and taste that move an account.