Background
FanCode offers sports bugs an official one-stop destination for authentic sports merchandise, featuring high-quality jerseys, apparel, and accessories from top leagues and teams in cricket, football, basketball, and more. With exclusive collections from major sports events and popular clubs, the shop caters to every fan's needs via a user-friendly shopping experience.
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Challenge Faced
Despite having somewhat of a first-mover advantage in the sports merchandise sector, FanCode was seeing suboptimal ROAS, low conversions & minimal order values on its website. The brand allocated a significant budget toward performance ads but saw negligible improvement in key metrics. Sales were happening, but the low cart value made it difficult to sustain efficient ad spends.
Audience Strategy Undertaken
To address these challenges, FanCode turned to Xpert’s data-driven audience solutions. Xpert focused on attracting high-value buyer segments who displayed a consistent history of purchasing complementary products and engaging in fitness related activities. Another core element of this strategy involved diverting ad spends away from non-serious buyers, toward high intent, actual buyers, identified via their purchase history.
Results Achieved
In the two weeks of using Xpert’s tailored audience strategy, FanCode experienced a significant uplift in key performance metrics. While the ROAS improved marginally by 10%, The Average Order Value (AOV) increased by an impressive 70%, reflecting a shift toward higher-value purchases. Additionally, FanCode’s conversion rate surged by 139%, demonstrating the impact of targeting high-potential buyers.
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Inferences & Insights
Xpert's targeted approach allowed FanCode to better connect with a high value audience, illustrating the power of precision in ad targeting. The insights from enriched buyer profiles reinforced the importance of focusing on purchasing behaviours and complementary interests to drive engagement and growth effectively.