Helping the shower manufacturer close the competitor gap and capture more market share.

Services: Strategy | Experience Design | Development & Engineering | Performance & Optimisation

Sector: E-commerce

Aqualisa hero
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increase in sales

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increase in conversion rate

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reduction in ad spend

Aqualisa is one of the UK’s leading shower manufacturers. Famous for pioneering product innovation and market-leading technology, their website and digital offerings were sadly left behind. They came to us after several years of decline, slipping behind rivals Mira and Bristan.

Then we got involved.

The brief

Aqualisa didn’t speak to direct customers very often. Without a DTC offering, they were out of touch with the market. Competitor reviews and performance benchmarks showed that Aqualisa were trailing behind their competitors.

Our brief was simple: to bridge the gap between Aqualisa and key competitors by setting a new standard.

The strategy

Using an Active Strategy approach, we quickly identified stakeholder needs, including end customers.

Using this insight, we created an industry-leading digital presence to support various campaigns we had planned.

Our approach was holistic, including SEO and paid search (PPC), organic and paid social, digital PR and CRM/email marketing.

The action

In addition to the holistic marketing activities you'd expect with any digital campaigns, we made several recommendations to improve the business model.

Without a DTC offering, Aqualisa had to target installers and specifiers, so we set up an Installer Club to bring them closer. Gamification was used to increase engagement, with a particular focus on incentivising switching from competitor brands.

That didn't stop us targeting end-customers though, which we did through several award-winning campaigns such as #ObsessedWithShowers.

Aqualisa's digital platform is now fit for DTC, giving yet another revenue channel.

See related work:

Distinction's impact isn't just short term; we're now in a position to accelerate over the next few years.


The ROI for Aqualisa was immense. The new e-commerce site and complementary digital marketing campaigns delivered better than expected results; 262% increase in sales, 184% increase in conversion rate, 19% increase in average order value, 40% reduction in average cost per click, and 29% reduction in cost per acquisition.

Caution waits. Action takes.

Seize the opportunity while it’s still here. Talk to us today to make progress tomorrow.

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Improve inbound leads

Increasing the quantity and quality of inbound sales leads

Working with Distinction has been a true revelation. After a competitive pitch process, we’ve been consistently impressed by their impact on our business.Their active strategy approach really works, delivering in excess of £10m revenue above target. And their impact isn’t just short term; we’re now in a position to accelerate over the next few years.

Aqualisa testimonial

Thomas Dee

Head of Ecommerce | Aqualisa