How Dubarry of Ireland Achieved 16.6x ROI by Turning Stockouts Into Sales Opportunities

With Swym’s seamless integration between Shopify and Ometria, Dubarry turned stockouts into new opportunities for engagement, delivering a 16.6× return on spend in just three months.

How a Premium Heritage Brand, Built for Quality and Longevity, Captured More Customers

Dubarry of Ireland is on solid footing. Having crafted premium footwear and apparel since 1937, the brand has become trusted by sailors, equestrians, and countryside explorers worldwide. The philosophy “Buy Better, Last Longer” isn’t just for the advertisements. Its philosophy is embedded in every product and customer interaction, ensuring that every new purchase is the beginning of a lifelong relationship.

Recently, Dubarry of Ireland has been looking to expand its global reach, with a particular focus on maintaining a seamless, premium shopping experience on its website. That’s important to a brand like Dubarry, which prides itself on managing its customer relationships just as carefully as its crafted footwear. 

Challenge: Managing Demand for Timeless Bestsellers

Given its longstanding history with customers, it’s no surprise that Dubarry has a few bestsellers, including performance outerwear and its iconic country boots. Healthy global demand, however, including all the international seasonal fluctuations that accompany it, means some items occasionally go out of stock.

Products being out of stock weren’t just bothersome from a logistical point of view, but also got in the way of a premium customer experience. One little hiccup in the inventory meant some customer sales were at risk of never converting.

Solution: Seamless Integration with Shopify and Ometria

Dubarry’s marketing team began exploring solutions. For some support, they turned to their email service provider, Ometria. They avoided a lengthy “browsing around” process thanks to a singular recommendation: Swym’s Back in Stock Solution. 

It seemed like a great fit thanks to the prebuilt integration with Ometria and Shopify, which made implementing Back in Stock in the backend straightforward.

“We chose Swym Back in Stock because its prebuilt integration with Ometria and Shopify made the connection between our ESP and e-commerce platform completely seamless.”

Rova Razafindrazaka
CRM Lifecycle Specialist at Dubarry of Ireland

Using Swym meant Dubarry could connect both their e-commerce and marketing ecosystems without any cumbersome onboarding processes. They’d simply manage the integrations through their existing systems. With that in place, back-in-stock notifications would be triggered automatically. Customers who might have previously left Dubarry to browse other stores could now sign up for the Back-in-Stock alerts and return once they receive the email. Their relationship with Dubarry was preserved, and Dubarry could keep making the sales.

"The most valuable feature for us is the seamless integration with our email and e-commerce platforms, which enables automated notifications for back-in-stock items. This ensures we never miss an opportunity to convert high-intent shoppers while enhancing the overall customer experience."

Rova Razafindrazaka
CRM Lifecycle Specialist at Dubarry of Ireland

Dubarry, managing seven international storefronts, had concerns about how a new solution would roll out to a global audience. Fortunately, Swym’s customer success and advanced customisations team stepped in and made sure Dubarry had a streamlined experience from the start. Onboarding went smoothly, Dubarry found that its questions always had fast answers, and the emphasis was always on keeping things moving. 

"The onboarding experience with Swym was excellent. The team was very supportive and quick to respond to any questions we had. Our Customer Success Manager was organised, proactive, and consistently followed up to keep things moving. While we experienced some delays rolling the functionality out across our seven stores, the overall process still felt smooth, collaborative, and well-managed."

Rova Razafindrazaka
CRM Lifecycle Specialist at Dubarry of Ireland

Results: Incremental Revenue and Higher Engagement 

Within three months of implementing the Swym Back in Stock feature, Dubarry already sees improvements in its metrics. For starters, there’s a 79% open rate for Back in Stock emails, suggesting customers are thrilled when they find out an item is available again. Overall, it’s been a 16.6× ROI on Swym Back in Stock’s features, while the €265 average order value exceeds Dubarry’s preexisting baseline.

"In just 3 months, Swym Back in Stock delivered significant incremental revenue with an impressive 16.6x return on spend."
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Rova Razafindrazaka
CRM Lifecycle Specialist at Dubarry of Ireland

The sales results speak for themselves. But Dubarry’s team also appreciates how Swym has become a powerful tool for both ends of the marketing spectrum: customer acquisition as well as retention. Since activating the Back in Stock alerts, they’re able to capture zero-party data: high-intent email subscribers who might be first-time subscribers. This happens through the Marketing List unit in the Notify Me form. 

In other words, Dubarry’s focus on retaining more customers has also paved new trails for understanding what new customers are thinking. With Swym’s features, they can see what customers are browsing, saving, and monitoring, which fuels future marketing efforts. Along with this, Swym provides helpful business insights that inform which products are in demand and how much, which helps the brand with inventory forecasting, management, and more.

"Swym’s Back in Stock app plays an important role in our lifecycle strategy by helping us capture conversions that would otherwise be lost when products go out of stock. It also acts as a valuable acquisition tool by capturing high-intent email subscribers, allowing us to retarget and nurture customers who have already shown strong purchase intent."

Rova Razafindrazaka
CRM Lifecycle Specialist at Dubarry of Ireland

Dubarry also preserved its stellar reputation for having strong relationships with customers. With 0% spam complaints, Dubarry has simply found a better way to keep in touch with customers who missed an in-stock item without turning them away.

Metric list:

• 16.6× ROI on Back in Stock campaigns
• 79% open rate and 37% CTR (far above industry benchmarks)
• €265 average order value, exceeding Dubarry’s baseline
• 0% spam complaints

A Partnership Aligned in Values

Dubarry is after success beyond mere sales growth. With a brand that’s been around since the 1930s, it also pursues strong, deep relationships with customers who value the brand’s timeless craftsmanship. Swym’s approach fit right in. The smooth onboarding process and backend integrations aligned perfectly with Dubarry’s revenue goals and brand objectives.

Now that it’s firmly in place, Back in Stock has performed better than an ordinary e-commerce tool. It fits Dubarry’s customer experience philosophy. Both pre-existing and new customers have stuck around for the Back in Stock alerts, which have driven higher average order values and captured more customers for the long haul.

"Swym supports our ‘Buy Better, Last Longer’ mindset by reconnecting customers with the products they truly want, while driving incremental revenue for the business."

Rova Razafindrazaka
CRM Lifecycle Specialist at Dubarry of Ireland