GRACE & TAYLOR
Building a stronger subscription-driven ecommerce engine
How a six-month growth program helped Grace & Taylor strengthen search visibility, attract more customers, increase subscription uptake, and support stronger revenue performance.
Grace & Taylor Coffee Co
Ecommerce
Grace & Taylor had a loyal customer base and strong product quality, but the digital platform was limiting growth.
The website lacked depth, product storytelling was underdeveloped, and subscription conversion was underutilised. The business relied heavily on one-off purchases rather than recurring revenue.
The objective was not simply to increase traffic. The goal was to rebuild the commercial infrastructure so the business could attract new customers more effectively while increasing customer value and strengthening its subscription model.
Redfox approached the project as a commercial infrastructure rebuild rather than a short-term marketing campaign.
The engagement focused on:
- clarifying brand positioning and messaging through a Brand DNA playbook
- rebuilding the ecommerce website to improve trust, storytelling and conversion pathways
- developing a scalable AI-supported content engine aligned with SEO demand
- creating long-form content and brew guides to expand topical authority
- improving product presentation, pricing architecture and shipping strategy
- strengthening subscription incentives and recurring purchase mechanics
- implementing analytics and marketing infrastructure to measure and optimise performance
The new website launched December 2025, creating a stronger foundation for both acquisition and monetisation.
Growth Systems
The Results
Within the first 10 weeks following launch, the business delivered measurable improvements across acquisition, conversion and recurring revenue:
Revenue Growth
Total store revenue increased by 41% year-on-year during the reporting period.
Importantly, revenue growth outpaced order growth, indicating stronger monetisation and improved average order value.
New Customer Growth
- New customers increased by 36%
- Revenue from new customers increased by 94%
- Revenue per new customer increased by approximately 43%
Subscription Growth
- Subscription customers increased by 35%
- Subscription revenue increased by 34%
- Subscription revenue per order increased by 10.6%
Keyword footprint growth
| Metric | Previous Snapshot | Current Snapshot | Change |
|---|---|---|---|
| Ranking keyword entries | 17 | 50 | +33 |
| Product & ingredient queries | Limited | Expanded coverage | Category growth |
| Discovery & informational queries | Minimal | Increasing visibility | Broader reach |
"The keyword dataset shows a clear shift from a limited brand-led presence to a wider mix of discovery, product and category searches. This expansion indicates growing relevance across the specialty"
The Impact
Grace & Taylor transitioned from a primarily transactional ecommerce store into a more structured, subscription-driven business.
The rebuilt platform improved acquisition efficiency, increased order value, and strengthened recurring revenue.
Within weeks of launch, the infrastructure changes were already producing measurable commercial improvements, demonstrating how clearer positioning, stronger conversion architecture and a subscription-first strategy can reshape ecommerce growth.
The business now operates on a far stronger digital foundation designed for scalable acquisition and long-term revenue growth.
Clarity, momentum, and measurable digital progress in six months
Over a focused six-month engagement, Grace & Taylor strengthened its digital foundation and accelerated growth across key channels. Clearer positioning, improved platform performance, and structured acquisition activity created measurable momentum across visibility, engagement, and enquiries.
