Primrose is a well-known gardening, outdoor living, and home environment brand with a broad and diverse customer base. Their range spans decorative planting, outdoor structures, lifestyle accessories and practical products for homes and gardens. With such a wide catalogue and a long-established presence, the brand needed clarity on audience behaviour, digital performance and the underlying structure that guides decision-making.
Ecrubox partnered with Primrose on a project designed to strengthen strategic understanding, improve performance foundations, and refine the technical environment that supports their digital channels. The work spanned brand identity support, audience insight, UX improvements, data clarity and early thinking on product and innovation concepts.
Brand and Strategy
Brand positioning and narrative
Brand identity sessions
Strategy workshops
Growth planning for founders and teams
Innovation and product concept support
Performance and Planning
Full funnel campaign planning
CRO insights and recommendations
Search
SEO
E-commerce and UX
UX and conversion improvements
Technical audits and performance fixes
Analytics and Measurement
Custom dashboards and analytics
Measurement frameworks
Attribution analysis
Data audits and tracking fixes
Insight reports for leadership teams
Additional Scope
Region Expansion Digital
A central part of our work involved bringing mathematical clarity to Primrose’s varied audience. Our Head of Innovation and Strategy applied a unique psychometric and data science approach, using large data sets to model behavioural patterns, emotional drivers, and preference clusters. This helped the team understand not only who their customers were, but how those customers differed across product categories and regions. The analysis provided a fresh perspective on decision-making and revealed opportunities for growth beyond traditional demographic segmentation.
Alongside this, Ecrubox ran identity sessions and strategic conversations to explore how the brand presents itself and how its broad range can be expressed with greater consistency using e-commerce technology. Growth planning and concept support helped the leadership team consider new product directions and future market opportunities.
Technical audits and UX improvements focused on the customer journey, highlighting friction points and refining paths across key categories and product experiences. Analytical work strengthened the internal reporting environment, providing dashboards, measurement frameworks and attribution clarity to support more confident leadership decisions.
SEO support and early work on regional expansion brought additional structure to how the brand communicates across different markets, ensuring that the search and content foundations were set for future growth.
Primrose operates in a category with extraordinary breadth and a wide range of customer expectations. The challenge was to simplify complexity without losing the diversity of the range. This required a combination of behavioural insight, brand clarity, technical depth and measurable structure, all delivered in a way that could support leadership thinking across multiple departments.
The project gave Primrose a stronger sense of direction and a clearer understanding of customer behaviour at a deeper, more mathematical level. The leadership team gained new insight into how their audience segments behave across categories and regions.
Technical and UX improvements created a more reliable digital environment, while analytical upgrades provided clarity for future planning. The combination of identity support, innovation thinking and data-led insight has helped Primrose refine its approach and prepare for the next stage of its growth.