Case Study: How Moomin got 938% ROI on retargeting by using Shoelace and Fomo

Moomin got 938% ROI
Reza Khadjavi Reza Khadjavi | CEO at Shoelace
Fomo and Shoelace teamed up to bring the power of Fomo’s social proof notifications, to Shoelace retargeting campaigns on Facebook and Instagram.

This Is What a Fomo Notification Looks Like

As a visitor is browsing Moomin’s store, they will experience a series of notifications that display recent purchases from other customers.

moomin homepage

This is what a Shoelace Retargeting Ad Looks Like

Once the visitor has left Moomin’s site without making a purchase, one of the retargeting ads they will experience is a Fomo-powered ad. The ad displays recent purchases from other customers in a Facebook carousel.

moomin ads

The Results: 10x ROI

Over a 2 month period, Moomin spent €246 on their Fomo retargeting ad that Shoelace created and they generated a return of €2,307 in sales!


Want Shoelace to help take your retargeting campaigns to the next level? Integrate Fomo and Shoelace and let us show you what we can do!

How Do I Set This Up?

  1. Make sure you have both Fomo and Shoelace installed.
  2. Head over to the settings page in Shoelace and hit “Connect to Fomo”.
  3. Receive a Fomo retargeting campaign preview from Shoelace.
  4. Approve and go live!

About Fomo


Fomo displays recent orders on your storefront. It’s the online equivalent of a busy store, showing prospective customers that other people are buying your products. You know how seeing a packed restaurant makes you want to eat there? Fomo creates the same dynamic on your Shopify store.


About Shoelace


Shoelace combines automated technology with human expertise to deliver the best retargeting strategies for your growing e-commerce store. We take care of everything from end-to-end, all you need to do is “approve” our suggestions. When you add Shoelace to your store, you aren’t just installing an app. You are hiring a retargeting expert.

Client Profile


The Moomins are the central characters in a series of books and a comic strip by Finnish illustrator and writer Tove Jansson. The Moomin Shop is a their official e-commerce store entirely devoted to the Moomins. They feature books, gadgets, tableware, clothing, stationery and rare memorabilia emblazoned with these loveable characters from Finland.

“The official Moomin shop uses both Fomo and Shoelace to help users find their way back and discover things they might be interested in. Combining the two apps has proven to be a winning concept as we can now allow for product discoverability through social proof on other platforms as well.”

-Jonas Forth,

Happy retargeting!

-Reza Khadjavi
CEO at Shoelace

If you want an intelligent retargeting assistant to take care of all your retargeting for $49/month, consider trying Shoelace today!

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