Background
Fabuliv is a home decor brand specializing in high-quality, environmentally conscious furniture and decor. They collaborate with over 100 artisans across India to create pieces that combine classic and contemporary styles. Their offerings include furniture, lighting, decor, storage solutions, and kitchen and dining accessories, all crafted with a focus on sustainability and affordability. Fabuliv is an omnichannel brand that sells through its webstore and physical experience centers located in cities like Delhi, Gurgaon, Bangalore, Ahmedabad, and Dehradun.
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Challenge Faced
Despite being a standout name in the home decor space and allocating a significant portion of their budget to performance advertising, Fabuliv struggled with website conversions. Initially, the brand was registering no measurable conversions or ROAS, even as campaigns generated interest-based traffic. The primary issue seemed to be an inability to filter out non-serious buyers. Fabuliv needed a solution to optimize their targeting strategy and improve marketing efficiency, by focusing ad spend on audiences with a genuine intent to purchase.
Audience Strategy Undertaken
To address these challenges, Fabuliv partnered with Xpert to refine their audience targeting approach. Xpert’s data-driven audience solution focused on identifying relevant audience segments, targeting buyers with complementary interests, and eliminating non-serious buyers. Utilizing its network intelligence, Xpert pinpointed design-conscious premium homeowners as the core customer group. Ad spends were directed toward audiences with a history of purchasing related products such as Quality Furnishings, Designer Wall Decor, & Tableware and new age home appliances. Additionally, data analysis helped exclude audiences unlikely to convert, ensuring marketing spend was used effectively.
Results Achieved
The collaboration with Xpert delivered impactful outcomes for Fabuliv. Enhanced targeting minimized wasted ad spend, keeping the cost of customer acquisition at bay. Improved audience targeting translated into higher conversions, thus helping achieve a whopping 400% increase in ROAS. Xpert’s audience solutions identified buyer traits and purchasing behavior, allowing the brand to refine its audience understanding.
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Inferences & Insights
The case of Fabuliv underscores the importance of precision in audience targeting for performance marketing success. Data-driven insights can effectively distinguish intent based buyers from mere interest based browsers, improving conversion rates. Understanding customer traits, such as design preferences and complementary purchase behavior, can significantly enhance ad performance!