January to August 2026: 16% more new webshop customers, with 6% less ad spend. On 19 February 2027 the new brand identity and the new webshop go live. Here is how we propose to carry these results into the new webshop, and grow from there.
+16% new webshop customers, +7% webshop revenue, −6% ad spend from January to August 2026. Abroad, an extra customer costs €48 – €89; at an assumed 50% margin, three of the four countries earn it back within six months.
198 hours logged by 29 October, about 240 for the full year. In 2027 we price the same work at €100 an hour: €2,000 a month, 45% more than the 2026 fee of €16,550.
Four questions whose answers may change the plan: your ambition, your margin, your budget, your priorities. And who does what.
Ad budget €158k (scenario B) instead of €106k: the extra entirely abroad, stepped up at the launches. On 19 February, tracking and Google search built into the new webshop: protect first, then grow.
€69,800 excl. VAT in 2027: the same work €24,000 · the relaunch, once, €19,800 · new lines from go-live €26,000. The must-haves (€48,800) by the end of November, growth (€21,000) in February.
What 2026 delivered, what we built along the way, and what it took.
January to August, 2026 vs 2025, each year up to the tenth day after the autumn launch. Webshop orders +4%, the four stores +3.6%. Most of the extra new customers are Belgian, where the brand does most of the work; what the ads add is measured country by country on the next pages.
The first ten days of the autumn collection, starting Friday 22 August 2025 and Friday 21 August 2026. In 2025 only a few boosted Instagram posts ran (about €1,000, mostly in Belgium). In 2026, campaigns built on your studio's images ran in Belgium, France, the Netherlands and Germany (about €8,000).
The stores, closed in early August, reopen with the collection: demand was only slightly stronger than in 2025. In France, the Netherlands and Germany new customers went from 23 to 186, where the campaigns ran. At the launch, when demand peaks, each extra one cost about €18 in France, €31 in the Netherlands and €37 in Germany; across all campaign weeks it costs more (next page).
What each additional new customer costs in ads, leaving out the customers a launch brings anyway, and how much gross profit that customer returns in the first six months, at an assumed 50% margin.
Cost: Sep 2025 – Aug 2026. *Value: customers won Sep 2025 – Feb 2026, a more recent group than the first-year values on the next page, so not comparable. Margin to be confirmed. Germany and Switzerland: small numbers, wide ranges. Belgium pays back within 18 months (€236 in value, almost half in the stores).
The ad platforms' own figures and Google Analytics miss it. Abroad, a new customer brings €112 – €153 in the first year, almost all online.
One in six had already bought in your stores before their first online order (€335 in 12 months vs €156). We recognise the same person by the e-mail on the webshop order and the store receipt; anonymous store purchases are not counted, so the real store share is higher.
Cédric runs the account day to day; Bert leads strategy and analysis; Benjamin and Simon join as specialists. Logged hours only.
Invoiced January – October 2026: €14,450 for those 198 hours, about €73 an hour. The work grew beyond paid media while the fee stayed the same. 2026 stays as invoiced; from 2027, every hour at the same €100.
No commission on media: the fee is the same in scenario A or B. Some of this year's work moves to the new lines (tracking checks, SEO reviews, manual store-sales uploads); stepping up the countries takes its place. Nothing is paid twice. We share the hours every quarter.
Where do you want Buissonnière to be in 2028? The balance between the webshop and the stores, which countries, new stores, what the new identity should change.
On average, what share of what customers pay (excl. VAT, after discounts) is left after the cost of the goods? Until you tell us, we use 50%.
Is there an ad budget for 2027, or a ceiling we should stay within?
After the relaunch on 19 February, what comes first: new customers, loyalty, store visits or growth abroad?
| Area | Today | What we'd like to know |
|---|---|---|
| Paid media · Meta, Google | Izoard | — |
| The new webshop | Your Shopify web partner | What their quote covers, so nothing is done twice |
| E-mail & CRM · Dotdigital | Your team | Who segments, sends and follows up on the results? |
| Photo & video | Your studio | What can the studio deliver for campaigns in more countries and languages? |
| Organic social | ? | Who posts, how often, and what do you expect from it? |
| Influencers & press | ? | Who builds and keeps those relationships? |
| Reviews & customer service | ? | Who answers, including for orders shipped abroad via Global-e? |
Ads where they pay, and a new webshop that is measured from the first visit, with its search traffic protected. For each topic: what we see, then what we propose.
In 2025 paid media was 1.2% of your revenue; the companies in Gartner's 2025 survey (mostly large) spend about 2.4%.
| A · Same as 2026 | B · Grow abroad | C · 2.4% of revenue | |
|---|---|---|---|
| Ad budget | €106k | €158k | €225k |
| Budget above 2026 | — | +€52k, all abroad | +€119k, mostly abroad |
| New customers the ads add | ≈ 1,440 | ≈ 2,230 | ≈ 2,970 |
| Their revenue over 18 months | €268k | €387k | €509k |
| Margin needed to earn the ads back in 18 months | 40% | 41% (the €52k above A: 44%) | 44% (the €67k above B: 54%) |
New customers who would not have come without the ads. B vs A: ≈ €52k more, ≈ 790 more new customers, earned back within 18 months at a 50% margin. No scenario pays back within six months.
Budgets peak at the launches and capsules and stay low in between. Each step is a test: the countries we have not raised yet show what would have happened without it.
France moves to its scenario-B budget. The Netherlands, Germany and Switzerland stay at the 2026 level, as the comparison in the same weeks on the new site.
If France holds its cost per extra customer, the Netherlands steps up at the capsule drops.
Where France and the Netherlands held their cost; Germany only if its spring results improve. Judged on new customers in your own sales figures.
A one-page report and a one-hour call: the numbers, what changed, what we decide.
Cost per extra customer and customer value, per country.
A meeting with you on the plan, the budgets and the next season.
New brand identity, new Shopify webshop and new collection on the same day. Your web partner builds the shop. What has to work from the first visit is tracking, consent, search and the campaigns, and that is where we come in.
Meet your web partner's team, read their quote: nothing done twice, nothing forgotten.
Measurement plan, keyword map, redirect map and page briefs, before the site structure is frozen.
Tracking, consent, redirects, product feeds and campaigns on the new addresses, all tested before opening.
Collection live, campaigns running, data and Google search checked daily.
To agree with the web partner, so nothing is paid twice: redirects, tracking code, cookie banner, product data for Google, languages and markets, the Global-e connection.
It misses part of the webshop's sales, and for part of what it sees it doesn't know where the customer came from. The three leaks below sit in the current Magento set-up; we flagged the consent issue in January 2025 and again in our December 2025 audit. On Shopify, all three are built right from day one.
Links to www.buissonniere.com are forwarded without their tracking codes, so the visit arrives with no known source.
Tracking loads only after the first scroll or tap. Visitors who don't interact are never counted.
Cookies are set before the visitor chooses: a GDPR risk today, and Google cannot estimate what it misses from visitors who refuse.
A cookie banner that works: no cookies before the visitor chooses. Consent Mode v2.
On your own subdomain, e.g. data.buissonniere.com. Receives each visit and sale once and passes it on.
They receive your sales from your own server, so they recognise returning customers and international (Global-e) orders.
Shopify orders and store sales, ad spend and new customers per country.
✓ Fewer sales missing from the data: ad blockers and Safari remove less of what comes from your own domain ✓ Returning customers recognised for longer ✓ Smaller gaps between the webshop and the platforms ✓ Fewer scripts slowing the webshop
Your web partner builds the shop; we write the brief, configure and test before opening. One technical setting on your domain. Stape, the server, runs in your name, paid directly: about $1,000 a year (≈ $83 a month) at today's traffic.
Tracking breaks quietly: a new app, a theme update, a new collection page. From go-live, measurement upkeep keeps the chain healthy every month.
Google Analytics and the platforms compared with your real orders and new customers per country. Gaps found, explained and fixed, with your web partner where needed.
New collections, capsules, promotions and links tagged and tested before they go live.
New apps, theme changes and e-mail links checked with your team and the web partner.
Ad spend, orders, new customers and ad cost per new customer, per country, store sales included.
Almost every unpaid click from Google comes from people searching for “Buissonnière”. On general searches the site shows up, but on pages 2 to 6, where hardly anyone clicks.
Pages 2 – 6 today: suspenders, tights, crew-neck T-shirts, school uniforms, pyjamas, baby sleepwear, chinos. The only general searches that bring clicks are local ones: “kinderkleding kortrijk”, “magasin vêtement wavre”.
About 21,000 clicks a month come from Google searches for your name. Every Magento address changes on Shopify. Without a complete redirect map, part of those visits ends on an error page, and some of the rankings built over the years can be lost.
Each Magento address points to its new Shopify page. Shopify imposes /products/ and /collections/, so nothing stays the same.
Titles, descriptions and internal links carried over, then improved.
Search Console checked before go-live and daily in the weeks after, so any drop is spotted within a day and fixed with your web partner.
You already appear for school uniforms, pyjamas, tights, chinos and baby sleepwear, on pages 2 to 6. Category pages briefed and written to rank, Dutch and French first, English lighter.
Wavre, Ghent, Kortrijk and Kraainem, each with its own page and Google Business Profile: today, the only general searches that bring clicks are local ones.
ChatGPT, Gemini and Perplexity build their answers from your pages, your product data and what other sites say about you: structured data, clear answers, mentions.
Category and content work, technical upkeep, AI visibility tracked on a fixed set of customer questions, a search page in the monthly report.
Clicks from general searches, positions of the target pages, store-page visits and AI visibility (those tools are young: we report the trend). We decide on this growth work together in February, with the keyword research in hand.
Links from other websites remain one of Google's strongest signals, and mentions on other sites help AI assistants know and cite you. These are paid articles on relevant partner sites, written by them and approved by you. Google discourages links bought only for ranking, so we keep to editorial sites, natural links and a steady pace.
Mentions around the relaunch, "best of" lists, the four store pages
School uniforms, chinos, crew-neck T-shirts, suspenders: ahead of back-to-school and the autumn launch
Tights, pyjamas, baby sleepwear: ahead of autumn, winter and gifting
Gifting, more brand mentions, spring 2028
Relevant, family-friendly sites with real readers. Each article points to a page we want to rank.
Nothing about Buissonnière is published without your approval.
Categories and store pages, never rotating collections or old addresses.
A shared list of every live link, and the positions of the pages they point to.
One rate for every hour, a flat monthly fee, one-off work invoiced at milestones, tools in your name at list price.
Today's scope at our rate, the same every month. The only line to compare with 2026.
Only what the switch to Shopify adds: the spring campaigns stay in the €2,000. Invoiced at milestones, January to April. Best read next to your web partner's quote.
Upkeep from March, decided now. SEO & GEO growth from April and link building from March, decided in February. From 2028: €2,500 a month, with link building at €1,000.
Total 2027: €69,800 excl. VAT. Not included: ad budgets, your web partner, and the tools in your name (Stape, consent platform, data connector, AI-visibility tracker).
| Line | Hours | 2027 | Invoiced |
|---|---|---|---|
| Paid media & strategy · today's scope | 240 h | €24,000 | €2,000 a month |
| Measurement set-up on Shopify · once | 96 h | €9,600 | January, February, April |
| SEO & GEO migration · once | 72 h | €7,200 | January, February |
| Paid media on Shopify · feeds, catalogues, campaigns · once | 30 h | €3,000 | March, after two stable weeks |
| Measurement upkeep | 50 h (5 h a month) | €5,000 | €500 a month from March |
| SEO & GEO growth | 90 h (10 h a month) | €9,000 | €1,000 a month from April |
| Link building · budget, all-in | ≈ 30 h, inside the budget | €12,000 | €1,200 a month from March |
| Total | 578 h + link budget | €69,800 | excl. VAT |
Fixed prices assume one go-live date, two test rounds, Global-e's standard integration, a scheduled back-office export from your side and approval of texts within about five working days. Tasks already in your web partner's signed quote come out before you sign. Changes after sign-off, a third test round or a go-live moved by more than two weeks: at €100 an hour, only after your written approval.
These keep the campaigns running through the switch and open the new webshop with reliable data and its ~21,000 monthly brand clicks protected.
Decided with the keyword research in hand: how much general search there is to win, per language. Reviewed together after the autumn launch.
Proposed terms: the €2,000 fee runs January – December 2027. SEO & GEO growth: six months minimum, then three months' notice. If the hours run clearly above or below the plan for two quarters, we review the fee together.
Your answers to the four questions and on the roles. We adjust the proposal.
Their quote next to ours: whatever they already cover comes out of ours.
So the measurement plan and the keyword map are ready before the site structure is frozen.
The web partner's quote, your margin, a scheduled back-office export, one person who approves texts within five working days.
Growth, with the keyword research in hand.
New brand identity, new webshop: measured from the first visit, its search traffic protected.
Sources, method and limits of the analysis, then the scope, tasks and tools behind the prices.
The customer and ad analysis comes from three of your systems. Other figures: Google Analytics and Search Console, Izoard's time tracking, your published accounts and Gartner's 2025 CMO Spend Survey. Revenue excludes VAT and is net of returns, unless stated otherwise.
| Source | What it contains | Period | Volume |
|---|---|---|---|
| Back office daily revenue per customer and per store | Every sale Buissonnière books: one line per ticket (a till receipt in a store or a webshop order), with amount, point of sale and, where known, the customer | Feb 2024 – Aug 2026 | 274,093 tickets |
| Magento customer lifetime report | Every customer who ever ordered on the webshop: country, date of first order, number of orders, amount paid | Mar 2011 – Sep 2026 | 65,397 customers |
| Meta & Google Ads | Spend per campaign and per day, assigned to a country through the campaign name | Jan 2024 – Sep 2026 | €231k in total 2024 €53k · 2025 €107k · 2026 (Jan–Sep) €71k |
One line = one till receipt in a store or one webshop order. A return is a ticket with a negative amount. Illustration: same structure, values made up.
| Date | Ticket no. | Excl. VAT | Incl. VAT | Point of sale | Customer ID | |
|---|---|---|---|---|---|---|
| 12/03/2026 | 00023-90001xxxxx | €61.16 | €74.00 | Webshop | 9xxxxx | m•••@gmail.com |
| 28/03/2026 | 00011-10004xxxxx | €90.08 | €109.00 | Store | 9xxxxx | m•••@gmail.com |
| 02/04/2026 | 00011-10004xxxxx | −€24.79 | −€30.00 | Store · return | 9xxxxx | m•••@gmail.com |
| 02/04/2026 | 00014-20003xxxxx | €45.45 | €55.00 | Store | — | — (anonymous) |
Pay in a store with a customer card and the till records the customer ID and e-mail. The same e-mail is on the webshop orders and in Magento. That is how one person's online and store purchases come together.
Country and date of the first webshop order. This defines a "new customer" and their cohort.
Matched on a scrambled code (hash) made from the address; the analysis itself uses no names or readable addresses.
All their tickets afterwards, webshop and stores, returns included.
Campaigns start when a collection launches, exactly when customers come anyway. Comparing weeks with ads to weeks without would credit the ads with the launch. So we separate the two.
Meta and Google count purchases made within days of an ad click or view, including customers who would have bought anyway. Useful to steer campaigns, not to judge their value.
Week by week and country by country, we control for how strong each week is anyway, using store revenue and new Belgian customers (who mostly come without ads) as the measure of launch demand.
1. The same collection launch in two years, with and without campaigns. 2. Spend in other countries does not predict a country's new customers, so the effect is not just timing.
Meta + Google spend on every campaign aimed at that country, acquisition and retargeting.
New customer = first webshop order from that country, in the same week as the spend.
Izoard fees, photo and video production, tools, discounts and free shipping, Global-e and logistics: these would add to the full cost. Customers who buy weeks after seeing an ad are not credited, so the media cost per customer is probably lower than shown.
Every extra €1,000 of Belgian ad spend in a week brings about 10.6 extra new webshop customers that week, on top of those who come anyway: roughly €94 per extra customer.
The range is wide (€58 – €263): Belgian demand moves with launches, sales and the stores, which makes the share of the ads hard to isolate.
Most new Belgian customers would come anyway: they know the brand from the stores or search for it by name. Belgian ads earn their keep at the launches and in retention; whether they also bring people to the stores shows signals, not yet proof.
Gross profit in the first six months per new customer, divided by the cost per extra customer. Above 1, the customer has paid back the ads.
50% is our working assumption until you confirm it. The latest published accounts show a "gross margin" of €2.88M (Belgian code 9900): revenue minus goods and all services such as rent and logistics, ≈ 31% of revenue. Product margin is higher.
Cumulative net revenue per new online customer, by month after the first order, webshop + stores.
In Belgium, a customer's value almost triples within 18 months of the first order. Abroad, value comes mostly from a larger first basket; repeat purchases are lower.
Later months rest on fewer, older cohorts, so the lines abroad can dip: these are not losses.
*First order before returns; the 12-month value is net of returns, which is why it can be lower abroad.
Buissonnière is a repeat brand: families buying for every season and every child. That is what makes a Belgian customer worth more over time.
All-time Magento figures: older customers have had more years to buy. The customer values elsewhere in this deck follow only customers acquired since March 2024, over the same window, including their store purchases.
The companies in Gartner's 2025 CMO Spend Survey (mostly large) spend 7.7% of revenue on marketing, 30.6% of it on paid media: ≈ 2.4% of revenue.
Spend peaks at every launch and capsule.
Budgets concentrated on launches and capsules, like 2026. Average launch-controlled rates per country; above 1.5× a country's 2026 budget −30% efficiency, above 3× −50%. Not counted: extra purchases by existing customers, the stronger effect at launches, late buyers. With our €24,000 fee added, the margin needed is about 48% for A and 47% for B.
Customer value per country from your Magento data, so the budget follows the best customers.
274,093 tickets linked to 65,397 customers: what a customer is worth across webshop and stores.
Do the ads bring people to the stores? Signals, not yet proof, and how to find out.
Tag manager and Google Analytics cleaned up, measurement plan, logged-in customers recognised, a link-tagging tool for your team.
Store purchases uploaded as conversions, so the ads are judged on more than the webshop.
One view of spend, sales, countries and customer cohorts, specified page by page.
Why organic search is almost all brand, and what that means for growth.
Merchant Center fixed, and contacts with Google's agency team.
→ Meta and Google Ads in Belgium (with Luxembourg), France, the Netherlands, Germany and Switzerland
→ Ads at collection launches, capsules and sales moments; accounts maintained in between, never running all year at a steady level
→ Budgets per country steered on customer value and cost per extra customer; step-ups at the launches
→ A monthly report and call; cost and value per country after every launch; a quarterly meeting with you
→ Store sales uploaded to Google and Meta until the upload is automated; the hours shared every quarter
Ad budgets · photo and video production · e-mail and CRM · the relaunch one-offs and the new lines. Some 2026 work moves to the new lines (tracking checks, SEO reviews, manual store-sales uploads); stepping up the countries takes its place, so 240 hours stays the estimate. With new countries or channels, or ads beyond scenario B, we review the fee together.
The web partner builds: theme, data layer, app installs, redirect import. We specify, configure and test.
From March. New tracking projects are quoted separately.
From April, decided in February. Proposed: six months minimum, then three months' notice.
From March to December. About 3 hours a month of our time sit inside the budget. Before March we confirm the number of articles.
Accounts and data stay yours. Nothing is resold with a margin, and nothing is hidden in the fee.
| Tool | What for | Approximate cost | From |
|---|---|---|---|
| Stape | The server for server-side tracking | ≈ $1,000 a year (≈ $83 / month), billed yearly; confirmed after the first month | Mid-January |
| Consent platform | The cookie banner and Consent Mode | App licence, depends on the choice | Mid-January |
| Data connector | Feeds the dashboard | ≈ €35 / month | April |
| AI-visibility tracker | Measures how often AI assistants name you | ≈ €50 – €100 / month | April |
| SEO tool (SEMrush) | Rankings, audits, keyword data | Our own licence, not billed | — |
Meta and Google count purchases made within days of an ad click or view, including customers who would have bought anyway. Useful to steer campaigns, not to judge their value. That is why this deck uses your back office.
→ Gross margin is an assumption (50%). With the real figure the payback can be recalculated; the cost ranges stay wide.
→ The costs per extra customer are observational. Launch demand is controlled for and two cross-checks pass, but it is not a randomised test. Raising budgets country by country in 2027 will test them.
→ Belgian demand is hard to separate from launches, sales and the stores; the Belgian estimate is the least precise.
→ The autumn-launch comparison is one window in two years.
→ Germany and Switzerland rest on small samples (84 and 79 new customers in the Sep 2025 – Feb 2026 cohorts).
→ International cohorts are young, so their long-term value is not known yet.
→ One in six new Belgian online customers shopped in the stores before; part of the store share would have come anyway.
→ Data: back office to 31 Aug 2026, customers to 3 Sep 2026, ad spend to 30 Sep 2026.
New customer · someone placing a first order on the webshop.
Customer value (LTV) · what a customer spends over time, webshop and stores, excl. VAT, net of returns.
Cost per extra customer · ad spend divided by the new customers the ads added, not by everyone who bought.
Paid media · advertising you pay for, here on Meta and Google.
ROAS · sales per euro of ads, as an ad platform reports it.
In-platform · figures reported by Meta or Google themselves.
Google Analytics (GA4) · Google's tool that counts visits and sales on the webshop.
Search Console · Google's report on how the site appears in search.
SEO · work that makes the site appear in Google's unpaid results.
GEO · being named in the answers of AI assistants such as ChatGPT, Gemini or Perplexity.
Server-side tracking · measurement sent through your own server and subdomain instead of straight from the browser.
Consent Mode · Google's way of respecting each visitor's cookie choice.
Redirect (301) · a permanent forward from an old web address to its new one.
Link building · getting relevant websites to link to yours.
Merchant Center · where Google gets your product data for Shopping ads.
Always-on · ads running all year at a steady level.