- One of Sri Lanka’s most prominent fashion and apparel retailers wanted to strengthen their digital marketing efforts and expand their customer base
- Using Alavi.ai, the brand was able to use data science and AI to boost their online presence and achieve 2.2x revenue growth in just 12 months
Spring & Summer, a trendy homegrown Sri Lankan apparel brand, launched in 1995 and initially sold its products offline through its own stores. In 2015, after going into online retail, Spring & Summer was looking for ways to optimize and strengthen its digital marketing efforts in order to reach new customers and continue growing.
To scale online effectively, the brand knew it had to quickly find answers to many critical questions, such as how to make sure revenue opportunities are not missed when a campaign starts gaining traction or when to stop using an audience that’s not performing well. Spring & Summer’s leadership believed AI and data science were the keys to solving these problems. And they were right.
The brand onboarded Alavi, which immediately started processing Spring & Summer’s Google Analytics data using its advanced data science models. Through this process, Alavi was able to recommend new audiences and improve the brand’s targeting at every level of the marketing funnel.
While Spring & Summer saw a significant increase in RoAS using high-performing bottom-funnel segments suggested by Alavi, what was most impressive was the improved top-funnel and middle-funnel targeting from Alavi’s AI audiences. The application’s Insights feature also helped the brand unlock hidden interests that were highly relevant to their customers. This further improved Spring & Summer’s targeting.
By using the brand’s own customer journey data (which is captured by Google Analytics), the audiences recommended by Alavi worked much better than the standard audiences suggested by Facebook. They allowed Spring & Summer to reach out to individuals that actually wanted to buy from their brand.
Experiment & Succeed
Spring & Summer ran acquisition, remarketing and retention campaigns using Alavi’s AI-powered experimental audiences and was able to improve its click through rates by 38% in just one year.
Examples of experimental audiences recommended by Alavi for Spring & Summer were pet-related and media-related segments. Being an apparel retailer, had never thought of targeting these audiences but were very surprised to see them work well. Alavi also suggested targeting ‘domain expertise audiences’, which are audiences similar to ones that have worked well in the past. These include customers that have made more than two purchases. When targeted, the brand achieved impressive results with ‘domain expertise audiences’.
Alavi’s AI also helped the brand uncover actionable insights from massive amounts of data that would otherwise be impossible for a human to process. For example, Alavi.ai identified patterns in customer behavior that influenced purchase decisions, allowing marketers to optimize ads for maximum RoAS.
Optimize & Track
Another Alavi feature that helped Spring & Summer succeed was Optimize, which gave the brand daily recommendations on how to maximize returns and minimize losses from all existing campaigns. With recommendations categorized into critical, important, and moderate, Spring & Summer were able to quickly and easily optimize their campaigns and focus on customers who had the best chance of responding favorably to their ads. The brand was also better able to deliver the right message at the right time to maximize returns.
For the brand’s senior management, Alavi’s Dashboard made it simple for them to keep a close eye on important metrics, identify important trends and monitor the overall performance of Spring & Summer’s ad campaigns.
Scale With Great Returns
Thanks to Alavi’s advanced AI and easy-to-use features, Spring & Summer was able to scale its ad campaigns while still maintaining a great RoAS. Through its ambitious efforts and a strong digital strategy, the brand in November 2021 saw its online revenue grow by 120% in just 12 months.
Spring & Summer plans to continue leveraging Alavi’s AI expertise to grow its online business even further year over year. The team at Alavi believes this can be done and is excited and proud to be a part of this journey.