Background
Bombay Shirt Company (BSC), is India’s pioneering custom shirt brand, offering tailored and ready-to-wear men’s apparel. Known for its exceptional craftsmanship and use of technology, the brand has established a strong omnichannel presence with 26 offline stores across major Indian cities. Despite building a digital store, the majority of BSC’s sales happen offline, making it a quintessential omnichannel brand.
Challenge Faced
Although more than 90% of BSC's sales occurred offline, their digital advertising efforts were optimized solely based on online conversions. This approach created inefficiencies in ad targeting and led to inaccurate measurement of return on ad spend (ROAS). Without incorporating offline sales data into platforms like Meta and Google, BSC was unable to fully leverage its buyer data to inform ad algorithms or measure the true impact of its campaigns. This disconnect between online ads and offline sales limited the brand’s ability to maximize the effectiveness of its advertising investments.
Audience Strategy Undertaken
To address these challenges, Bombay Shirt Company partnered with Xpert to implement a robust omnichannel audience strategy. The first step was integrating an Offline Conversions API to report in-store purchases to the ad platform via Xpert. This integration created a feedback loop that allowed both Meta’s algorithms & Xpert to learn from offline sales data, enabling an understanding of what type of users are most likely to make a purchase, leading to better audience optimization. In addition to closing this feedback loop, Xpert also refined BSC’s ad targeting by restricting ad reach to the top 5% of Indians who could afford the brand’s offerings. Analyzing past purchase data, Xpert identified key traits of the brand’s buyers, classifying them as appearance-conscious, design-conscious professionals who prioritize custom fit and quality. This change in targeting strategy significantly reduced ad spend wastage while ensuring that ads reached audiences most likely to convert.
Results Achieved
The implementation of this strategy resulted in significant improvements in BSC’s advertising performance. Impressions decreased by 62.47%, reflecting a substantial reduction in ad spend wastage, eliminated by removing ineligible buyers. At the same time, ROAS improved by an impressive 232.42%, demonstrating the effectiveness of aligning digital ad performance with omnichannel sales data.
Inferences & Insights
BSC’s journey with Xpert underlines importance of bridging the gap between online and offline sales data for omnichannel brands. By integrating offline feedback loops, brands can enhance ad platform algorithms, resulting in better-targeted campaigns and higher ROAS. Precision targeting further reduces ad spend wastage while focusing on high-value customer segments. For brands like Bombay Shirt Company, aligning digital strategies with omnichannel performance is no longer optional—it is essential for driving sustainable growth in an increasingly competitive retail landscape.