Case Study: Roman Originals achieves 6x ROI and boosts conversions with Tealium AudienceStream

Roman Originals gains 6x ROI within six months of deployment

Roman Originals is a family-owned ladieswear brand founded in Birmingham in 1957 that sells through concessions, its own stores and online (ecommerce emphasis from 2015). The business believed its online customers mirrored its older in-store base but discovered a younger, stay-at-home-mums demographic; it also relied on basic analytics and lacked customer lifecycle tracking and reliable, consolidated data to validate customer journeys and attribution.

To address this, Roman Originals implemented Tealium AudienceStream (Sep–Dec 2019) to unify endpoints, simplify tagging, cleanse data (improving data integrity by 35%) and connect to its ecommerce platform and partners (Facebook, Affiliate Window, Criteo, Emarsys). Within six months it saw roughly 6x return on Tealium spend, built accurate customer journeys and improved channel attribution, helping drive continued 25–50% year-on-year growth and better-informed media and revenue decisions.

Roman Originals

Ian Johnson

Head of Ecommerce