Background
Story@Home is a premium home furnishing brand that prides itself on delivering quality products designed and manufactured in India. With a focus on blending tradition and modernity, the brand aims to provide stunning, comfortable, and affordable products that make homes look beautiful and cozy, and connect with people on a deeper level. Being an established brand in the home decor industry for over a decade, they had a sizable offline customer base but faced difficulties in achieving the same kind of conversions for their digital store through Facebook and Instagram Ad targeting based on generic interests. They would see a good amount of traffic on their website but lack of serious buyers.
Audience Strategy Undertaken
To address this issue, Story@Home partnered with Xpert to leverage their well filtered audience and target their ad spend to audiences who had demonstrated a past history of buying complementary products such as house appliances, home automation gadgets, artwork & groceries online. Xpert's audience performance data identified Story@Home's buyers as homeowners and homemakers who were comfort-loving, design-conscious individuals interested in decorating and improving the functionality of their living spaces.
Results Achieved:
By utilizing Xpert's carefully curated audience, Story@Home was able to target their buyers better, and improve their ROAS and CTR while significantly bringing down the cost of customer acquisition . Xpert's analysis revealed that Story@Home buyers belonged to the Premium category who paid more attention to the quality and aesthetic appeal of the product compared to its pricing.
Inferences & Insights
Every brands customer 'lookalikes' is limited by the size of their customer base. Leveraging our lookalikes generated from past purchasers across complementary brands provide 10-100X greater data points for platforms to target & influence the right buyers.
Scaling Beyond
With the help of Xpert, Story@Home was able to identify and target their premium audience more effectively, which led to a significant improvement in their digital store's performance. As they continue to scale their business, they can leverage Xpert's audience data to refine their targeting strategy further and reach a broader audience interested in premium home furnishing products.