Thomas Ferguson Irish Linen
A 170-year-old linen maker used By the Numbers to find the segments that drove holiday revenue and lifted DTC sales 41% YoY.
The challenge
Thomas Ferguson Irish Linen has been weaving in Banbridge since 1854. The brand had healthy wholesale revenue but DTC was lumpy — strong at Christmas, quiet the rest of the year. Shopify's reports showed what sold but not who was buying, so seasonal campaigns went to the entire list and clickthrough was flat.
What changed
By the Numbers's RFM matrix split the list into Champions, Loyalists, and gift-buyers who only purchased near Christmas. The gift-buyer cohort was pushed to Klaviyo as a Custom Audience three weeks before Black Friday with a targeted holiday flow; Champions got an early-access pre-launch.
The outcome
DTC revenue grew 41% year-over-year. Email click-through more than doubled because the same blast was now three smaller, relevant ones. The team finished setting up By the Numbers in a single afternoon — no data engineer needed.
“We've been weaving linen since 1854. By the Numbers is the first analytics tool that actually told us something we didn't already know.”
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