Sheds Direct: Finding their best-performing marketing channel in just 60 days
Overview
Sheds Direct is a leading Irish retailer specialising in garden sheds and outdoor buildings. Like many retailers, they were active across email, social media and messaging apps, but struggled to turn engagement into consistent sales. Ahead of a new store launch, they wanted a more reliable way to reach customers and drive action.
Results
SMS supported a €100,000+ month-on-month revenue uplift during the store launch period
SMS subscriber list grew from 184 to nearly 500, with only 5 opt-outs
The challenge
Before using SMS, Sheds Direct faced a problem many retailers recognise.
Email delivered underwhelming engagement, even with strong offers
WhatsApp messages were often ignored or felt too personal
Social media built awareness, but rarely converted to sales
Even when enquiries came in, turning interest into purchases was difficult. Internally, there was scepticism about whether SMS could really work as a business channel.
What we implemented
Phonovation helped Sheds Direct test SMS as a direct customer channel, starting with a focused, low-risk campaign.
A high-impact launch campaign
Ahead of a new store opening, SMS was used to send:
an exclusive invitation
clear event details
a time-limited launch incentive
The campaign was sent to a highly relevant customer list, and the response was immediate, driving strong footfall and sales during the launch period.
Turning SMS into a repeatable engine
Following the launch, SMS became a core channel rather than a one-off tactic. Phonovation supported Sheds Direct in:
growing their list through online opt-ins, in-store forms and staff prompts
sending relevant, well-timed messages customers actually wanted to receive
maintaining a healthy list with extremely low opt-outs
Business impact
SMS quickly became Sheds Direct’s most reliable marketing channel.
Delivered significantly higher engagement than email, WhatsApp and social media
Helped stabilise sales after the initial launch spike, even during seasonal slowdowns
Created a direct channel to customers with no algorithms, spam folders or inbox competition
Shifted internal perception of SMS from “unproven” to a core driver of growth
SMS supported a €100,000+ month-on-month revenue uplift during the store launch period
“I was completely against SMS six months ago… but it has genuinely surprised me. It works, and it works really well. I’d highly recommend it, it’s been a real innovation specialty for us”