Background
The Rose Group is a renowned luxury brand with over 40 years of experience in the jewellery and watches industry. They offer a wide range of exquisite fine jewellery and high-end watches, renowned for their craftsmanship, innovative designs, and exceptional quality. The group owns exclusive boutiques in major cities to provide a personalized sales experience for its upscale clientele, while utilizing its own website to get leads online.
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Challenge Faced
Despite being a unique brand in the luxury jewellery and watches segment and investing heavily in performance ads, Rose struggled to generate meaningful leads from their website. While the ads successfully drove significant traffic, the sales conversion rate remained low. The Cost of Conversion was high, and the Return on Ad Spend (ROAS) was dwindling due to the influx of irrelevant leads. Many incoming inquiries lacked genuine purchase intent, with some individuals asking unrelated questions. To address these challenges, Rose needed to eliminate non-serious buyers and focus on individuals capable of purchasing luxury products.
Audience Strategy Undertaken
To solve this issue, Rose partnered with Xpert to implement a data-driven audience strategy aimed at improving lead quality and marketing efficiency. Xpert’s approach focused on targeting buyers with a demonstrated history of purchasing complementary luxury products, such as designer apparel, high-end footwear, and premium handbags. By analyzing audience behavior, Xpert identified that Rose’s ideal buyers were highly appearance-conscious individuals who prioritized maintaining a polished lifestyle. This insight allowed Xpert to refine the target audience and direct ad spends towards high-intent luxury buyers. By eliminating non-serious and irrelevant segments, Xpert ensured that the leads generated aligned with Rose’s premium positioning.
Results Achieved
Xpert’s targeted approach significantly improved lead quality and marketing performance for Rose.The amount of relevant leads generated improved by more than 200%. This led to higher conversion rates and lower acquisition costs. By eliminating irrelevant inquiries, Rose saw a noticeable improvement in the efficiency of their marketing spends.
Inferences & Insights
By targeting luxury buyers, Rose filtered out irrelevant inquiries and improved lead quality. Xpert’s insights enabled the brand to reach appearance-conscious customers, optimizing marketing spends and driving better conversions.