Case study:
From Heritage Retailer to Holistic Growth Engine
How Connected Culture drove +96% traffic and +41% revenue through a unified Google, Meta & Email strategy
About the Brand
Shack Furniture is a proudly Australian-owned furniture and homewares retailer with over 30 years of heritage in craftsmanship and design.
Rooted in a love for coastal-inspired living, Shack is known for its handcrafted furniture, natural textures, and timeless style — offering everything from statement dining pieces to bespoke décor that celebrates the art of slow, intentional living.
With a loyal customer base and an expanding eCommerce footprint, Shack’s challenge wasn’t brand awareness — it was channel cohesion.
Industry:
Furniture & Homewares
Services:
Meta Ads | Google Ads | Email + SMS | Pinterest Ads
The Challenge
Despite investing in Google Ads, Meta Ads, and Klaviyo, Shack’s performance channels were operating in silos.
Each platform delivered value, but the whole was never greater than the sum of its parts.
- Google Ads drove intent but lacked remarketing depth.
- Meta Ads scaled reach but often sacrificed efficiency.
- Email (Klaviyo) converted loyal customers but wasn’t being fully fuelled by paid
traffic.
Seasonal peaks around sales events were strong, yet sustained, predictable growth remained elusive.
Shack didn’t need more marketing — they needed connection. A partner who could transform fragmentation into flow.
The Insight
When Connected Culture reviewed Shack’s performance data, the revelation was clear: growth wasn’t missing — it was hiding between the channels.
Clicks, impressions, and subscribers existed in isolation. The solution wasn’t more ad spend; it was orchestration.
Our approach was simple but powerful:
- Google drives high-intent traffic and feeds upper-funnel awareness.
- Meta builds reach, demand, and retargeting depth.
- Klaviyo monetises and retains that traffic for long-term revenue.
Once unified, these channels would amplify each other — creating a compounding effect rather than three separate funnels.
The Strategy: Unifying Performance Channels
Our Results
The results speak for themselves.
| Metric | Result | YoY Change |
|---|---|---|
| Users | 553k | +96% |
| Sessions | 762k | +93% |
| Transactions | 2,635 | +48% |
| Revenue | A$1.52M | +41% |
| Checkouts | 21,436 | +61% |
| Purchases (Meta) | 875 | +114% |
| Conversions (Google) | 1,248 | +110% |
For Shack, this wasn’t just higher revenue — it was consistency.
A once-seasonal business now had dependable digital performance, month after month.
Creative Highlights
- Dynamic Catalogue Ads and UGC videos delivered CTRs above 6% and ROAS over 4x.
- “Clearance Outlet” and “Summer Sale” creative achieved record engagement (CTR 6.2%, CPC $0.44).
- Authentic, brand-aligned creative ensured performance never came at the expense of brand identity.
The Transformation
Today, Shack’s marketing ecosystem works as one. Google fuels demand, Meta amplifies it, and Klaviyo captures and compounds it.
"Connected Culture unified our channels so traffic from one became conversions for another — that’s true growth.”
What started as a challenge to fix channel efficiency evolved into a model for integrated, sustainable growth.
Shack now stands as a benchmark for how heritage retailers can thrive in the modern digital landscape — with every click and conversion telling a cohesive brand story.
Ready to Unify Your Channels?
Connected Culture helps Australian furniture and homewares brands — including Shack, Papaya, Luxo Living, and Glicks — turn disconnected marketing into measurable growth.