Impact
Grew sales of a Covid-hit retail business from $279K in Q1’21 to $1.98M in Q2’25 while maintaining the ROAS and scaled spend from $13.5K to $181K during the same time frame.
Challenge
Post COVID time, this in-store brand with a few stores, struggled to keep up with it’s in-store sales when the world took to stay at home and remote working. Their business had almost come to standstill and experienced a dramatic drop in foot traffic and revenue. With minimal to almost no online infrastructure in place, they risked shutting down operations entirely. Our team was brought in with a clear mandate:
- Fix their digital infrastructure spanning across multiple digital assets
- Launch and scale digital marketing campaigns
- Achieve this with minimal turnaround time and budget
Solution
Building the Digital Foundation
- Cleaned and updated their existing Magento website within 10 days
- Integrated inventory management, data feed, store information using primary & secondary feed to sync products and make them readily available for marketing online
- Set up GA4, Google ads tracking, Google merchant center, Google local inventory etc.
- Refined email & SMS marketing systems. Also used their first-party data dump to initiate the email & SMS flows
Quick-Launch Marketing Strategy
- Created & launched a generic performance max campaign for all products to start with
- Some optimization involved excluding low priced items priced <$20, low inventory items, off-season products, high return rate items etc.
- Ran conversion campaigns focused on best-selling in-store products to boost initial orders. Also, bundled the best-sellers with other products to boost AOV and cart value
- Create multiple product sets based on the product types and started allocating different budget towards different campaigns based on performance
- Create multiple audience signals based on first party data
- Used existing customer database for segmented email campaigns & automations
Long-term optimizations
- Started tracking Marketing Efficiency ratio
- Introduced TripleWhale as single source of truth for mixed marketing modelling
- Taking SEO beyond website by optimizing feed, Google shop, social shops, UGC Signals
- Started tracking funnel metrics such as new and old customers CAC, ROAS, AOV etc.
- Used data feedback loop for CRO optimization to reduce friction, improved website speed, post purchase optimization
- Started using product analytics to improve product level ROAS, bundled items, sell through rate, ROAS etc.
