How Bewakoof Reduced Customer Acquisition Cost with Vizury
- Fashion Retail (eCommerce)
- Decrease Acquisition Cost
Founded in 2012, Bewakoof is a lifestyle fashion brand that makes creative, distinctive fashion for the trendy, contemporary Indian. Bewakoof was established on the principle of creating impact through innovation, honesty, and thoughtfulness.
Their range of products is always fresh and up-to-date, and they clock sales of over 1 lakh products a month. They are vertically integrated, manufacture their own products, and cut out the middleman wherever possible. This direct-to-consumer model allows them to create high-quality fashion at affordable prices.
Re-engaging Inactive Users and At-risk customers
For any online retail business, especially in the vanity and fashion industry, customer acquisition is key for a successful run rate. And Bewakoof has over 5 million active users, yet felt that there is a potential to improve customer engagement especially with inactive customers and the ones prone to drop-offs.
Bewakoof and Vizury
Vizury’s algorithm “IntelliBid” Identified top converting users based on each user score predicted from variables like time spent on the app, conversion rate, volume of conversions, average order value, etc. The users were mapped to different ad sets based on their scores. The ad creative used in each of these ad sets was customized i.e. each user saw different images/products on the ads, based on the products visited by them. We then started bidding differently for each of these ad sets and the bids were adjusted according to the score that was refreshed daily.
Essentially, users with a higher probability to purchase were bid higher compared to those with a lesser purchase propensity score, all the while maintaining the average cost per click. Vizury concentrated on Facebook and Facebook properties as a medium to run a real-time dynamic campaign with carousel ads & collection ads with configurable dynamic attributes like the product category, product image, price, and more to ensure each user is targeted with products or ours which was recently visited by them. This helped us to reduce the Cost Per Acquisition by an exceptional three times.
Cost Per Acquisition Reduced by 3X and More
With the partnership, Bewakoof was able to focus on different advertising networks and decrease acquisition costs which are key for an effective and scalable paid acquisition strategy. The campaign resulted in -
Reduce Cost Per Acquisition by 3X
4X Increase in Conversion Rate
Increasing Paid Acquisition Program by 5X
More related stories
How Zalora Improved Customer Lifetime Value with Personalization
How Zoomcar Improved Customer Lifetime Value with Personalized Facebook Ads
How Koovs Successful Ran Their End of Season Sale with Vizury