Payal

Payal is a brand operating within the women-wear category. It aims to provide versatile, quality, and comfortable options for women that can be styled on different occasions. The web platform of Payal offers a unique experience to the client by providing a range of options, backed by services including refunds and returns.

The brand’s marketing goals/objectives were aimed to ensure an improvement in website visits, further promoting the versatility and quality that Payal delivers to its clients, and improving the average order value (AOV)

Challenges:

The growth of Payal is dependent on a positive growth in the number of visitors to the website. As such growth would contribute toward improved attention of potential consumers towards the brand offerings, brand growth can be ensured accordingly.

But in the process, Payal was facing issues due to low visitors on the platform, due to lack of visibility. There exists high competition as the Indian wear market is cluttered with brands offering traditional and authentic wear for women. Due to such high competition, and high product cost, there was a low average order value and a high acquisition cost for every new customer over the platform.

To overcome such problems, Payal partnered with Verve Online Marketing intending to improve its reach and convert its targeted audience.

Strategy:

Payal planning to expand in e-commerce fashion required a marketing strategy that can uplift the brand reputation and positioning in the marketplace. Accordingly, a brand-oriented performance marketing strategy was developed by the professionals at Verve Online Marketing.

The major focus area of the strategy included:

1

Driving more visitors/consumers towards the brand’s e-commerce platform and to ensure improvement in the brand conversion rate.

2

To ensure an increase in the average order value for the products.

3

Controlling and maximizing the ROAS (Returns on Ads Spent).

Implementation:

Verve Online Marketing planned out a phased approach for the implementation of a marketing strategy designed for Payal. Such an approach allowed the marketers to make small steps towards the achievement of the end goals. Also, it has allowed marketers to evaluate the response being received on Payal’s website based on the strategies introduced. Such approaches further helped the management to align their efforts with the brand’s vision and goals.

Solution

Monitor audience reactions. Adjust in near-real time.

The Honest Company collaborated with Roundel and Tinuiti to strategically utilize Programmatic by Roundel™ and video inventory through The Trade Desk DSP. The media encouraged guests to purchase beyond Target by linking shoppers directly to Honest.com. This allowed The Honest Company to:

These audiences were an ideal match for:

Adjustments were made manually throughout the campaign—in near-real time—to help reach The Honest Company’s ideal buyer. And Tinuiti was able to help allocate the brand’s budget to maximize performance based on this stream of insights.

Results

Lift sales with a revamped approach.

Payal’s partnership with Verve Online Marketing has resulted in positive growth for the platform, the key aspects of the results include:

1

150% ROAS within the month of partnering with Verve Online Marketing, we aim to improve it by 7-8X in this quarter.

2

82+ Growth in customer retention over the website, through engaging content creation.

3

A major decline in the customer acquisition cost was experienced by the client since the start of the campaign.

Lessons Learned;

Verve Online Marketing has an industry experience of 10+ years. Throughout our journey, we have partnered with multiple brands operating across different sectors. Such partnerships have helped our professionals to explore the applications of performance marketing in different industry sectors.

We ensure the utilization of such learnings throughout our projects and create satisfactory experiences for our clients.

Boost.

Lift brand sales across platforms, including your own.

Optimize.

Adjust campaigns based on audience behavior, for short- and long-term success.

Win.

Strengthen your ROAS through optimizations informed by closed-loop measurement.

“We at Payal aim to provide quality products and services to our clients. To achieve our aim we partnered with Verve Online Marketing to improve our brand awareness and positioning in the competitive market. The services offered by Verve Online were able to meet our expectations and provide us with a boost in our visitor rate and total sales over the platform. Verve Online proved to be a reliable partner in our growth journey. The strategies by the professionals allowed us to take our time out of marketing activities and invest at the operational end.”

- Payal, COO

Contact us or your Sales Representative to see how you can reach your ideal audiences. For more on Programmatic by Roundel, visit our solution page or view specs in our Ad Guide.