How Forever New India generated 68x ROI during COVID using audience optimization

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Once the Covid-19 lockdown started sales for all fashion brands moved from the physical stores to e-commerce. Forever New ran campaigns with the mindset of maximizing revenue from a limited budget

INDUSTRY

Fashion

Result

68x

ROI on Marketing Spend during COVID-19

69%

Of Total Sales generates by Xeno during COVID-19

About Forever New India

Forever New is a premium fashion brand for women founded in Melbourne, Australia and loved across the globe. They're known for their effortlessly wearable and timeless collections that celebrate modern femininity. Forever New has 250 stores across the world & 46 stores in India.

Summary

Forever New had a digital focus Pre-Covid also with over 15% of the revenue coming from e-commerce and a strong digital first CRM program. That upfront effort made it relatively easier for Forever New to identify the right customers to target to push sales during the lockdown. This showcases that a brand needs to prepare for the winds in time of calm to succeed even during a crisis.

Forever New generated a 68x ROI using Xeno AI’s automated audiences enabled them to identify the right customers to target in the campaign. That success was built on top of running personalised campaigns with Xeno for over a year Pre-Covid.

Objective

Once the Covid-19 lockdown started sales for all fashion brands moved from the physical stores to e-commerce. Then all the focus was shifted to e-commerce to generate the maximum revenue.

Solution

While that shift was hard for most brands (including Forever New), 3 things enabled Forever New to maximize revenue from that shift toe-commerce:
1. Their e-commerce sales were already greater than 15%. That meant thebusiness processes were ready to handle the e-commerce sales.
2. The marketing team was aligned to generate revenue for the brand, either offline or online. So there were a lot of learnings from running campaigns to generate e-commerce sales from store customers.
3. A 360 degree customer view was already prepared using Xeno’s CDP, allowing Forever New to visualise each customer’s behaviour across e-commerce & physical stores.

Xeno allows us to personalise our communication which is extremely critical in today's time. “With Xeno we can understand consumers better and we can personalise communications to them based on their lifestyle, interests & the product they like to buy. We used to do carpet bombing but now with Xeno’s AI we personalise the communications basis customer clusters.

Dhruv Bogra
/
Country Manager, Forever New India

Campaign

The first campaign was designed to run on the online platform wherein the customers can order anytime and they get the delivery post the lockdown period.
With Xeno’s Audience Selection Algorithm Forever new ran the phase II of the pre-order campaign to those customers with the highest probability to shop.

Result

Forever New ran campaigns with the mindset of maximizing revenue from a limited budget.
68x ROI on Marketing Spend during COVID-19
69% of Total Sales generates by Xeno during COVID-19

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