A joined-up approach with ecommerce provider Visualsoft across every touchpoint has helped Peter Tyson hit the right note with customers - and deliver a 53% year-on-year uplift in revenue.
The trusted audio and visual retailer, family-run since 1966, teamed up with Visualsoft to evolve its digital marketing strategy and build on decades of quality and service. What began as a focused affiliate migration soon grew into a comprehensive omnichannel transformation - spanning Paid Search, SEO, Email Marketing, Social Media and Conversion Rate Optimisation.
The results have been transformative:
- 53% increase in revenue
- 100% increase in affiliate revenue
- 125% increase in Paid Search revenue
Peter Tyson has always prided itself on personalised service, expert guidance and products that turn a house into a home. But in 2024, standing out required more than reputation. With evolving customer expectations and a crowded online marketplace, the brand needed to bring the same quality and thoughtfulness to every digital interaction as they do in-store.
This new chapter started with a streamlined migration of their affiliate programme from AWIN to Partnerize - a move that brought greater efficiency, more control, and clearer insights into spend and performance. It set the tone for a wider strategy that would put data, creativity, and consistency at the centre.
Rob Woolley, Commercial Director at Peter Tyson said: “Partnering with Visualsoft as our sole digital marketing agency has significantly boosted our marketing efforts and supported our growth targets. Their expert teams, regular touchpoints, and dedicated account managers provide valuable insights and recommendations, making them feel like an extension of our in-house team rather than an external agency.”
Once the foundations were in place, Visualsoft and Peter Tyson expanded the scope to build a customer experience rooted in insight. In May 2024, CRO activity launched to improve onsite journeys and reduce friction. By September, the Movie Night Magic campaign tapped into the rising trend for home cinema, using targeted content and smart search optimisation to drive visibility. The result was a 165% spike in traffic to categories like TVs and projectors.
Then came the rebrand. In October, a new website and refreshed visual identity went live, timed perfectly ahead of the Q4 peak. To support the launch, email automation flows were introduced via Klaviyo, tailored to individual customer behaviour and designed to support retention and lifetime value. Klaviyo-attributed revenue rose from 20.04% in Q2 to 26% by Q4.
It was also the moment that the brand introduced Sounds Like Home, part of the wider This Is Home storytelling series which is a campaign that helped position Peter Tyson not just as a retailer, but a long-term partner in the home experience.
Chris Fletcher, CEO of Visualsoft, commented: “The work with Peter Tyson shows what’s possible when strategy and execution are in sync. By putting the customer journey at the centre and investing in the channels that matter, we’ve seen strong performance across the board. But more importantly, we’ve helped build a brand experience that reflects the quality and expertise Peter Tyson is known for.”
April 2024 marked a clear turning point. Forecasts were met for the first time — and then exceeded every month after, with the exception of November. The initial goal was 25% year-on-year growth. The final outcome? More than double that, achieved while maintaining profitability and delivering a £60 blended ROI on paid media.
This is a story about more than numbers. It’s a case study in what happens when a legacy brand puts faith in fresh thinking and when strategy and creativity work hand in hand. For Peter Tyson, the next chapter looks even brighter.