Tor Sports / Consumer growth
More than a shirt.
More than a launch.
Tor makes football shirts with stories that reach beyond the clubs wearing them. Cargo worked across its product data, customers, CRM and launch plans to give that demand a clearer route to a first sale and a reason to come back.
The situation
Tor sells club teamwear and consumer shirts. Five years of order data held useful signals about products, customers and repeat behaviour, but inconsistent SKU names made it difficult to understand what people bought and how groups differed.
PRODUCT MAP / REDACTED FIELD EXAMPLEClub shirt · 2026/27 · Away · Short sleeve · Size L
Illustrative redacted example based on the product mapping work.
01 / The constraint
The product data was hiding the customer story.
The same club, season, garment and size could appear in different formats. Without a consistent map, it was difficult to trust product comparisons or connect purchase patterns to customer groups.
The question was bigger than a single shirt drop: what does the existing data say about the next customer and product decisions?
- 527 product lines reviewed and mapped
- Gift cards, University of Liverpool and Duffryn Wanderers excluded from the analysis
- Customer and order history used to understand buying patterns
02 / What Cargo noticed
A product map makes more than a cleaner spreadsheet.
Once products could be compared consistently, customer and order data became more useful. The analysis could explore multi-club buying, collectors, non-club purchases, repeat orders and product affinity.
That gave the business a stronger basis for thinking about customer groups, what to recommend and what future drops could mean.
- Canonical product attributes for club, season, garment and size
- Customer groups based on observed purchase behaviour
- Analysis intended to inform marketing and product decisions
03 / The decision
Connect the data to the next customer conversation.
The work moved from product normalisation into customer analysis, segmentation, CRM design, launch direction and a 90-day execution plan.
That sequence put the customer and the product before channel activity. It made the next work more specific: which people to reach, with what story and what useful follow-up.
- CRM journeys designed around customer groups and product behaviour
- Campaign and launch concepts developed
- Website and product-page direction shaped around key drops
04 / The work delivered
A growth system designed around how Tor's customers buy.
The customer analysis, product map and 90-day plan are complete. Tor now has a structured basis for CRM, launches and customer growth decisions.
The website direction and journeys are planning work. No live campaign revenue or uplift is claimed here.
Where this stands
The groundwork is done. The next step is to put the plan into practice.
Completed work covers product mapping, historical sales and customer analysis, customer groups, campaign and creative concepts, website direction and a detailed 90-day growth playbook.
The connected plan is ready to support better product data, clearer customer groups, CRM journeys, launch plans and commercial measurement.
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