Background
Assembly Travels embodies the spirit of adventure with a commitment to creating high-quality, functional luggage that enhances the travel experience. Their designs focus on minimalism and versatility, ensuring that every traveller can rely on their products for both style and durability. By prioritising craftsmanship and customer needs, Assembly Travels aims to provide seamless & empowering travel experiences.
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Challenge Faced
Becoming popular through its Shark Tank appearance plus investing heavily in performance marketing, ensured Assembly Travel attracted a lot of interest on their website. However, this traffic did not convert into sales, resulting in a high Cost of Conversion (CoC) and low Return on Ad Spend (ROAS). The brand needed a solution to filter out non-serious ‘interest-based’ buyers and target a more relevant ‘intent-based’ audience to drive conversions.
Audience Strategy Undertaken
Assembly Travels partnered with Xpert to refine their audience targeting strategy. Xpert identified Assembly Travels' ideal customers & leveraged its network data enrichment to curate precision audiences. These audiences comprise of design-conscious buyers who appreciate minimalist aesthetics and have a passion for travel. They prioritise style in their travel choices and often invest in complementary products like travel organisers, toiletry bags, and portable chargers, reflecting their need for both functionality and style in their travel accessories. By excluding non-serious ‘interest-based’ buyers and reallocating ad spend towards a more relevant ‘intent-based’ audience, Assembly Travels was able to focus on high-quality leads with a higher likelihood of conversion.
Results Achieved
With Xpert’s data-driven audience strategy, Assembly Travels achieved a 83.4% reduction in Cost Per Acquisition and saw a 6x improvement in ROAS. Conversions increased as the campaigns now resonated with the right audience, resulting in higher engagement and more qualified traffic.
Inferences & Insights
The key takeaway from the partnership with Xpert was the importance of targeting the right audience for the right products. Assembly Travels learned that focusing on quality over quantity in their marketing efforts led to better efficiency, reduced costs, and improved conversions. Understanding their core audience’s buying behaviour, allowed for better product positioning and more successful campaigns.