Innovative Targeting Helps CaratLane Change Buyer's approach towards Online Jewelry Purchasing.
Challenge
CaratLane needed to get the attention of Section-A households and purchasers who are digitally savvy and are well-versed with making premium purchases online. The online jewelry retailer also needed to boost solitaire purchases and leverage lucrative purchasing triggers, such as important festivals.
Approach
Using persona-mapping focused on upscale and style-savvy buyers, Sokrati’s impressive campaigns affected direct reactions and conversions. E.g. Functional ornaments were showcased to high-travel affinity audience, through elegant, brand-focus creatives, without mention of prices.
“We effectively leveraged core, look-alike and custom audiences with Sokrati to meet our goal of growing new acquisitions and repeat buyers, while leveraging Google Search and Facebook. For new acquisitions and conversions, Sokrati’s Persona Solutions tool came in handy as it provides data-backed solutions to meet requirements of high AOV shoppers.”
Siddharth Kapoor
Sr. Vice President, Marketing & Product Management, CaratLane
Results
2X
Increase in revenue month-on-month
15%
Improvement on conversion
30%
Improvements on visit costs, bounce rates & time spent on site
50%
Improvement in conversion rates during festivals
Keys to success
- Implemented learnings from previous campaigns to create effective messaging plan.
- A steady flow of new audience was due to the creation of the premium consumption pattern.
- The brand developed account histories and ensured that traffic and conversion goals were met on festival days.
- The team started festive promotions well before competitors, ensuring revising traffic goals.
