Case Study: Dorothy Perkins achieves 2.2x higher conversions and 7x more app spend with Branch

Unpacking the Path to Accelerated Mobile Growth: A Dorothy Perkins Success Story

Dorothy Perkins, a long-standing fashion retailer that relaunched its app after joining the Boohoo Group, faced a transformed market: COVID-driven shifts to mobile, tightening privacy regulations (IDFA deprecation, SKAdNetwork, Privacy Sandbox), and shrinking marketing budgets that made paid acquisition riskier. The company needed to prioritize app adoption and reliable cross-channel attribution to sustain growth.

Dorothy Perkins integrated Branch as its MLP/MMP and deployed deep linking, web-to-app smart banners, influencer and social campaigns, email, SEO and other owned-channel tactics to drive seamless experiences and attribution. The results: app users now represent 30% of customers, app sessions convert 2.2x better than mobile web, app users spend 7x more, app MAU share rose from ~10% to ~15%, and owned channels account for ~80% of attributed installs while delivering ~15% higher AOV (£54.76).

Dorothy Perkins