Background
Quirksmith is an Indian jewelry brand known for its handcrafted silver designs that blend traditional artistry with contemporary aesthetics. Renowned for its intricate craftsmanship and versatility, the brand offers poetic and statement pieces, appealing to individuals seeking unique and meaningful jewelry that enables self-expression.
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Challenge Faced
Despite being an innovative brand with a strong design identity, Quirksmith faced challenges in achieving desired website conversions. While their performance ads generated substantial interest-based traffic, this did not translate into sufficient sales, resulting in a high Cost of Conversion and an unsatisfactory ROAS. The brand sought a solution to eliminate non-serious buyers and better allocate their ad spend to target audiences with higher purchase intent.
Audience Strategy Undertaken
To address these challenges, Quirksmith partnered with Xpert to leverage its data-driven audience insights. Xpert analyzed past purchasing patterns of consumers who bought complementary products such as clothing, footwear, and cosmetics. This helped identify design-conscious buyers & those with an intent to express personal identity and experiment with quirky apparel. By refining target audiences, Quirksmith could eliminate non-serious buyers and optimize ad placement, ensuring marketing efforts were directed toward segments that aligned with their unique brand philosophy. This approach also helped in enriching their existing buyer profiles, allowing for a deeper understanding of customer traits and motivations.
Results Achieved
With Xpert’s audience strategies, Quirksmith achieved remarkable outcomes. By refining target audiences, the brand reduced its Cost of Customer Acquisition by 90%, focusing on serious buyers with a higher likelihood of purchase. This shift allowed marketing efforts to be concentrated on high-intent audiences, leading to a massive 12x increase in ROAS. These strategies not only boosted conversion rates on the website but also enhanced overall marketing efficiency and sales performance.
Inferences & Insights
Precise audience targeting proved to be instrumental in driving conversions, ensuring that ad spend was effectively utilized. Analyzing complementary product purchases revealed critical aspects of consumer identity and buying behaviors, helping to identify high-value customers. Premium buyers, especially those who are design-conscious, valued the uniqueness and self-expression that Quirksmith’s designs offered. By tailoring strategies to align with customer motivations, Quirksmith was able to foster stronger engagement and sustainable growth.