Scaled-up with 10X growth through multi-channel strategy

1. How we drove 10x growth for an emerging athleisure
brand in the mass premium segment through a multi
channel strategy

2. Contents
• Introduction to the Agency and the Client
• Brand Objectives
• Introduction to multi channel for sustainable growth
• How we scaled captive using the optimum channel mix
• Role of Technology and Website optimization
• Marketplace Strategy

3. Introduction
Agency Introduction
CommerceX is a leading integrated ecommerce partner
having complete solutions for enabling retail brands to run
their ecommerce channels on end to end basis including brand
website sales as well as marketplaces management.
We have had our share of success stories and growing this
brand is one of them. We have been helping host of
traditional and emerging brands grow their ecommercesales.
Client Introduction
The client is an emerging brand providing end to end gear
for athletes and provides qualityactivewearbothapparels
and sports shoes with simple designs for sportsmen who
have an obsession withsports.
The brand is envisioned to provide a premiumrange of
collections to sportsmen and athletes to gear them up for
tournaments as well as offering a range of footwear at an
affordablepricefor regular usage to gain a strong foothold
in the mass premiummarket

4. Objectives
• The brand had a clear agenda to revolutionize offerings in athleisure and introduce premium yet
affordable sportswear for athletes.
• As a growth enabler for retail brands, we have taken an aim to ensure that the brand expands
throughout the nation across their brand website as well as across various online marketplaces.
• We developed go to market strategy ensuring a 20% healthy increase in scale month on month with an
aim to achieve 1000+ orders per day level overall from all channels while maintaining a healthy ROAS of
5+ on apparels category and 10+ ROAS for footwear category.
• The campaigns aims at positioning the brand in the premium segment for Apparels and Footwear in the
Sports segment. The campaign strategically drives user acquisition and revenue growth through employing
multi channels viz Paid Media, Marketplace, Affiliates and CRM etc.

5. Multi Channel Strategy for Captive
• Largest
contributor to
Revenue
• Higher reach - More
targeting options for
audience
• Ability to engage
with more audience
through interactive
video and bannerads
• Leverage
marketplace user
details to create
lookalikes and
retargeting on
Facebook for higher
ROAS
• Strategically used
Google to maintain
highest ROAS for the
Client
• We scaled smart
shopping Ads month
on month
• Targeting audience
with benefit driven
keywords relevant
to the audience and
segment and
extensively use
DRM and DSA
• Relevant audience
acquisition through
brand keyword and
improve visibility
through Non brand
keyword
• Leveraged our business
unit called ConversionX
which has partnered
up with 1000+
publishers across
various domains viz
coupons, deals,
emailers, blogs, etc.
• Affiliate marketing
improved brand’s
visibility and helped
grow the organic
channel
• Deep user
segmentation and map
user journeys
• Cross selling and
upselling opportunities
based on purchase
history
• Monthly promotional
campaigns
• Integrated Wigzo and
Webengage for starting
our CRM activities.
Focused mainly on
onsite popups, cart
abandonment and exit
intent with
participation in monthly
flash sales
• CRED
• MagicPin
• Paytm First
• StepSetGo

6. Revenue Overview – Captive + Marketplaces
Average MoM Growth:
-
20,00,000
40,00,000
60,00,000
80,00,000
1,00,00,000
1,20,00,000
1,40,00,000
Jul'19 Aug'19 Sep'19 Oct'19 Nov'19 Dec'19 Jan'20 Feb'20
Revenue - Captive Vs Marketplace
Captive Marketplace
Captive - 20%
Marketplaces - 11%

7. Overall Captive Performance
0
1
2
3
4
5
6
7
8
9
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Captive – Revenue vs ROAS
Revenue ROAS
x
1.84x 1.79x 1.90x
2.70x
3.49x
4.83x
8.45x
9.57x
0.20%
0.70%
1.20%
1.70%
2.20%
0
200
400
600
800
1000
1200
Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Facebook – AOV vs CR
AOV CR
x
1.08x 1.13x 1.19x 1.16x 1.21x 1.17x 1.15x
1.19x
• Captive revenue scaled to 9.57x within 9 months of engagement
• Implemented multichannel strategy to achieve 2.61x ROAS within 9 months
• AOV grew to 1.2x within 9 months and 8% month on month
• Initially scaled using Paid media – Facebook and Google to achieve scale and deployed other channels such as Affiliates for obtaining higher reach
and CRM for remarketing to maintain scale as well as ROAS
x

8. Facebook – Largest driver of Growth in Topline
0
1
2
3
4
5
6
7
8
9
-
10,00,000
20,00,000
30,00,000
40,00,000
50,00,000
60,00,000
Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Facebook – Revenue vs ROAS
Revenue ROAS
x 1.73x
1.61x 1.71x
2.57x
3.35x
4.64x
5.20x
8.39x
0.20%
0.70%
1.20%
1.70%
2.20%
-
200.00
400.00
600.00
800.00
1,000.00
1,200.00
Jun-19 Jul-19 Aug-19Sep-19 Oct-19Nov-19Dec-19 Jan-20 Feb-20
Facebook – AOV vs CR
AOV CR
x
1.08x 1.12x 1.15x 1.16x 1.20x
1.17x
1.15x
1.17x
• Month on Month 10% growth in topline, grew to 8.4x within 9 months and ROAS grew by 2.6x within 9 months
• Integration with Kenshoo – Marketing automationplatform to aid optimization factoring in creative fatigue
• Initiated custom event remarketing, Instagram ads – feeds and story ,Dynamic remarketing ,multiple product sets , targeting add to cart
drop offs using dynamic ad copy changes, Product page drop-offs, Cart Abandonments to improve ROAS
• Lookalikes - Scaled with the creation of 1%,2%,3%,4%,5% audience
x

9. Google – Ensuring Consistently high ROAS
0.2
1.2
2.2
3.2
4.2
5.2
6.2
-
50,000
1,00,000
1,50,000
2,00,000
2,50,000
3,00,000
Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Google – Revenue vs ROAS
Revenue ROAS
x
1.65x
1.79x
1.2x 1.32x
1.7x
2.61x
3.51x
0.20%
0.70%
1.20%
1.70%
2.20%
2.70%
3.20%
3.70%
1,050.00
1,100.00
1,150.00
1,200.00
1,250.00
1,300.00
1,350.00
Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Google – AOV vs CR
AOV CR
x 0.99x
1.04x
1.08x
1.11x
1.12x
1.13x
• 18% growth in revenue month on month, an average ROAS of 5+,scaled revenue to 2.11x within 8 months of engagement
• Initiated shopping ads – Start smart, Showcase and Dynamic shopping Ads, Dynamic Search Ads, Geo Targeting
• Significant increase of spends on search brand campaigns and reduce on non brands with focus on smart category shopping ads to consistently garner
a ROAS of 5+
• Periodic Search brand campaign optimization for best sellers to improve visibility and achieving ROAS of 30+ on every Flash sale events
1.15x

10. How we leveraged Affiliates and CRM as a vital
component of our multi channel strategy
100.00
300.00
500.00
700.00
900.00
1,100.00
1,300.00
1,500.00
-
20,000
40,000
60,000
80,000
1,00,000
1,20,000
1,40,000
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Affiliates – Revenue vs AOV
Revenue AOV
x
1.21x
1.77x
2.19x
6.17x 7.58x 7.11x
• Leveraged our business unit called ConversionX which has partnered up with
1000+ publishers across various domains viz coupons, deals, emailers, blogs, etc
• 5% increase in ROAS month on month and a CAGR of 15.07% within 8 months
• Initiated promoting exclusive coupon codes through our affiliate network to
acquire new customers and achieve higher scale
• AOV grew by 1.4x within 7 months of engagement. The significant growth is during
winter season and we focussed on track wear and jackets an drove high AOV
purchases
-
200.00
400.00
600.00
800.00
1,000.00
1,200.00
1,400.00
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Affiliates – Month on Month growth in AOV
AOV
x
1.09x
1.31x
1.36x 1.37x 1.38x 1.40x
Strategic Partnership with ZestMoney For Republic Day
Social
Media
Promotions
through
Affiliates

11. How we leveraged Affiliates and CRM as a vital
component of our multi channel strategy
100.00
300.00
500.00
700.00
900.00
1,100.00
1,300.00
1,500.00
-
1,00,000
2,00,000
3,00,000
4,00,000
5,00,000
6,00,000
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
CRM – Revenue vs AOV
Revenue AOV
1.01x
0.86x
1.08x
2.87x
4.68x
6.75x
• Contribution to overall revenue month on month grew from around 4% in the initial three months to around 8% in Jan
and Feb 2020
• Onsite Popups: Abandoned Cart popups, promotional campaign popups andprepaid offer popups contributing around
70%-80% overall revenue for the CRM channel month on month
• Innovative awareness campaigns like Monday motivation which aims at educating the customers and motivate them for
physical training and towards performance and workout gear showcasing the brand value and with no special offer and
Flash sales like Spin The Wheel, New Year Sales etc contributed around 25% to 30% revenue month on month for CRM
• AOV improved by 1.29x within 7 months and we scaled to 6.75x within the same period
x
Monday Motivation Emailer
Spin The Wheel – Sales Activity
Prepaid Offer
Onsite Popup

12. Website Optimizations
• Sensing the rising popularity of ecommerce sector, the client wanted a
system that is easier to use, easier to process and enabling purchasing
of quality sportswear and gym wear products feasible among common
masses with best offers at the best price
• The strategyrevolved around providing a better Information
Architecture, visually better UX, better payment gateway integrations,
have better content on the site, easier accessible on mobile devices,
SEO,quality and speed/loading timeoptimizations
Toachieve the objectives of the Brand, we have worked
dedicatedly on the following goals:-
• Improvement in UX/UX designs of the website
• Increasing the ConversionRate – Aimtowards achieving 5%
• Better presentation of Content
• Optimize page loading time, implemented lazy load functionality
• Right placement and minify CSS and JS
• Written shopify scripts for X% off on prepaid payments,
BOGO Offers
• Enabled tabbed information on checkout
• Removed Shipping section from checkout process
(as there is no shipping charges)

13. Cancellation/RTO Reduction Using Technology
• OTP Implementation on COD Orders led to 15%
decrement in the cancellations due to fraud orders
55% 52% 49%
45%
39%
0%
10%
20%
30%
40%
50%
60%
Oct'19 Nov'19 Dec'19 Jan'20 Feb'20
Cancellation/RTO Orders %
• Extra 10% discount on Prepaid orders led to a month
on month reduction of COD orders which in turn
helped in reducing cancellations/RTO%

14. Overall Marketplaces Performance
0
2
4
6
8
10
12
-
20,00,000
40,00,000
60,00,000
80,00,000
1,00,00,000
1,20,00,000
1,40,00,000
Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Marketplaces - Revenue Vs ROAS
Revenue ROAS
x 1.05x
1.50x
2.12x
1.99x 2.17x 2.28x
2.52x
Marketplaces Contribution
Amazon Flipkart Myntra Snapdeal
• Average Monthly Growth
• Revenue - 12%
• ROAS - 7%
• Major Revenue Contributors:
1. Amazon 3. Snapdeal
2. Flipkart 4. Myntra

15. Amazon
• Average Monthly Growth
• Revenue - 10%
• ROAS - 7%
• October showed the highest spike in
ROAS due to the Big Sales Day period
• Major Revenue Contributing Products:
1. Shoes 3. Jackets
2. Shorts 4. Track Pants
-
2.00
4.00
6.00
8.00
10.00
12.00
-
10,00,000
20,00,000
30,00,000
40,00,000
50,00,000
60,00,000
70,00,000
80,00,000
90,00,000
1,00,00,000
Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Amazon - Revenue Vs ROAS
Gross Sales ROAS
2x
2x
2.16x2.16x
2.37x
1.9x
x
1.39x
Category Wise Revenue Contribution
Shoes Shorts Jackets Track Pants

16. Flipkart
• Average Monthly Growth
• Revenue - 10%
• ROAS - 7%
• November showed the highest spike in
ROAS due to the Big Billion Day period
• Major Revenue Contributing Products:
1. Shoes 3. Shorts
2. Jackets 4. Track Pants
-
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
-
5,00,000
10,00,000
15,00,000
20,00,000
25,00,000
30,00,000
35,00,000
Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Flipkart - Revenue Vs ROAS
Revenue ROAS
x
1.5x
1.69x
2.35x
3x
2.83x
3.69x
4.17x
Category Wise Revenue Contribution
Shoes Jackets Shorts Track Pants

17. Snapdeal + Myntra
• Average Monthly Growth
• Revenue - 35%
• Launching Mass Premium shoes
(AOV~650) on Snapdeal resulted in 180x
growth in revenues.
• Participation in Big Fashion Days on
Myntra resulted in 2X growth of Revenues
and visibility
Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Snapdeal + Myntra - Revenue
Snapdeal Myntra

18. Connect with us – CommerceX, Synq.Work, 9th Floor Tower B, SAS Towers,Medicity, Sector 38, Gurugram, Haryana 122003
Theteam who did it