Unlocking Digital Growth: How a Location-Based Jewelry Brand Grew Revenue by 4x in 3 Years By Scaling Appointments Driven by Digital Investment

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.

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.

Goal‍

Unlock the digital channel to fuel growth and capture high-value, high-margin customers in a scalable way.

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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.

• 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.