Problem Overview

Client Background

  • Type of Business: B2C and C2C luxury jewelry brand, both online and in retail locations.
  • Business Model: High-ticket transactions, ranging from $3,000 to $150,000 per transaction.
  • Acquisition Channels: Retail locations, email, SMS, phone, and online.
  • Geographic Scope: Specific locations in the U.S. and international cities.

Business Challenge

  • Goal: Unlock the digital channel to fuel growth and capture high-value, high-margin customers in a scalable way.
  • Problem:
    • The client was unable to expand acquisition to new channels due to difficulty generating quality leads from high-scale channels like Google and Facebook.
    • Only a small percentage of jewelry and diamonds purchased contributed meaningfully to business profitability. The challenge was to find a way to capture high-value customers reliably.

Key Pain Points

  • Difficulty scaling digital channels (Google, Facebook) for high-value purchases.
  • Managing the complexity of high-ticket items with varying transaction volumes.
  • Ensuring a scalable and replicable strategy for attracting high-margin customers.

Deployed Solutions

Violet Growth + Exactius Growth:

  • Integration of All Investments: Combined offline and online investments to have a unified view of performance across channels.
  • POS System Integration: Integrated with the retail POS system to track real-time offer value for high-ticket items.
  • Server-Side Events: Created server-side events to optimize advertising channels based on offer value, not just leads or appointments.
  • Breakdown of Investment Data: Enabled a breakdown of investment, offer value, and ROI data by location.
  • Tracking Offline Investment Impact: Broke down offline investments (e.g., podcast, magazine advertising) to understand their impact in specific locations.

Attribution & Testing:

  • Developed an automated system to pause investments when certain offices or regions had no available appointments.
  • Built a weekly optimization cadence to allocate investment efficiently across channels and locations.

Key Results & Outcomes

Insights & Actions

  • Focused on High-Value Transactions:
    • CPA for high-value purchases was higher, so Offer Value ROI became the primary performance metric.
    • Developed strategies to pause investment in areas with no appointment availability, optimizing channel investments.
  • Optimized Channel Investment:
    • Built a rhythm of weekly optimization to continuously adjust investment based on offer value and ROI.

Impact

  • Revenue Grew 4x in 3 Years, delivering a predictable growth engine while staying within ROI constraints.